Rite Aid Corp. is leveraging its website and social media in a beauty care campaign spotlighting nail polish.

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Rite Aid kicks off 'Nail Extravaganza' campaign

May 11th, 2012

CAMP HILL, Pa. – Rite Aid Corp. is leveraging its website and social media in a beauty care campaign spotlighting nail polish.

The drug chain said Thursday that the seven-week campaign, dubbed Rite Aid's Nail Extravaganza, aims to engage beauty shoppers around a hot fashion trend: using a "rainbow" of nail polish shades to add fashionable flair.

At the center of the effort is the "Search for the Rite Aid Nail Enthusiast," a two-round contest that lets visitors to riteaidnails.com submit photos of their creatively decorated fingernails and toenails The first round runs until May 25.

To help drive participation, Rite Aid is offering 20 digital coupons by e-mail and on its Facebook page. Members of Rite Aid's wellness+ loyalty program also can save with a $10 +UP Reward if during a four- and a three-week period they spend $30 across some two dozen nail brands, including Sally Hansen, Nicole by OPI, L'Oreal, Revlon, JulieG and Essie.

Beauty industry insiders Essie Weingarten, Suzi Weiss and Julie G will judge contestants in the first round. Ten semi-finalists will receive official nail care kits that must be used for the final-round entry. A winner, who will receive a $1,000 Rite Aid gift card, will be decided by the public starting June 13 on Rite Aid's Facebook page. The winner will also get a chance to share nail expertise via Rite Aid's social media channels.

Rite Aid added that for the campaign it's also leveraging the social media site pinterest.com, which enables people with like interests to post photos on a virtual pinboard, connecting them with others having similar hobbies and interests. Entries can also be shared on Twitter using the hashtag #NailExtravaganza.

The Rite Aid Nail Extravaganza campaign is also being promoted in weekly circular ads in newspapers nationwide, online at savenow.riteaid.com and in extensive store displays, the company said.

"Nail art is the perfect way to add a little color to your summer style without spending too much green," stated Judy Wray, a Rite Aid category manager for beauty items, including nail polish. "The Search for the Rite Aid Nail Enthusiast contest will give all our fans, followers and Pinterest photo enthusiasts a chance to have fun, get noticed and enter for a chance to win some great Rite Aid prizes."