This year, Rite Aid Corp. is serving up more online content for its Nail Extravaganza digital campaign spotlighting nail art.


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Retail News Breaks

Rite Aid adds more digital elements to Nail Extravaganza

May 14th, 2013

CAMP HILL, Pa. – This year, Rite Aid Corp. is serving up more online content for its Nail Extravaganza digital campaign spotlighting nail art.

The Nail Extravaganza's Color Studio showcases nearly 200 nail polishes via an interactive visual table.

The drug chain said Tuesday that the website and social media initiative, now in its second year, is led by the "Search for the Rite Aid Nail Enthusiast," a two-round contest that gives participants the chance to win 20 prizes by submitting nail designs at RiteAidNails.com.

Also for 2013, the Nail Extravaganza brings more website features, including an interactive Color Studio with exclusive product coupons, a library of trend videos and a searchable database of submission photos that's updated in real time.

The exclusive site coupons include 19 offers for between $1 and $12 off of nail product purchases at Rite Aid.

"After the tremendous success of last year's Nail Extravaganza in stores and online, it was an easy decision to bring Rite Aid's hottest beauty contest back this year," Craig Riner, vice president of marketing at Rite Aid, said in a statement. "Nail fans everywhere will love the new site additions, including an interactive database of nail designs, regularly updated tips from beauty experts, and trend videos from the contest's 16 sponsors, who are respected leaders in the beauty industry."

The contest's first round runs through through May 24. Visitors to RiteAidNails.com can vote once daily and share their picks with friends and family via Facebook, Twitter and Pinterest. On May 24, the top 20 vote getters advance and will be mailed a standard palette of nail products from contest sponsors including Essie, L'Oreal, Maybelline Color Show, Sally Hansen, Sinful Colors, wet n wild, CoverGirl, Jesse's Girl, JulieG, Kiss, NutraNail Gel Perfect, Pretty Woman, Blue Cross Beauty Products, SensatioNail and Pink Armor Nail Gel.

Then beginning on June 10, the 20 new designs will be judged for originality, complexity and visual appeal by three expert judges: Annette Falso, senior vice president at Revlon; Katie Cazorla, Kiss Nail Dress brand ambassador and "Nail Files" reality TV show star; and popular beauty blogger Julie G, whose line of polish is available exclusively at Rite Aid. Contestants can rally their supporters for votes using Facebook, Twitter and Pinterest.

On June 20, the grand prize winner will be chosen by scoring the expert judges' votes as 40% of each contestant's tally, with the remaining 60% based on the public vote. The grand prize winner will get a $500 Rite Aid gift card, nail products from exclusive Rite Aid suppliers, the opportunity to be featured in Rite Aid nail promotional materials, and Gold status for a year on Rite Aid's wellness+ customer loyalty program.

During the contest, RiteAidNails.com visitors also can browse entries filtered by theme, including classic, elegant, fun, holiday, modern, pop culture, romantic and seasonal. There are also 18 videos showing application tips on hot design trends, such as pearl, dripping paint, reptilian magnetic, spun sugar, gradation (fades), velvet and gel applications plus celebrity looks from Fergie, P!nk and beauty industry insiders. Contest judges, too, will post nail trends, advice and facts about them, including their favorite nail products.

In addition, visitors can browse the Color Studio, which displays nearly 200 nail polishes based on an interactive visual table that sorts by brand, color, nail effect and category (such as polish, top coat and strengthening). When clicked on, the nail design photo shares coupons and tips to save on the featured product at Rite Aid stores.

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