NEW YORK — Duane Reade is conducting a Halloween-themed social media marketing campaign to promote its store brand hosiery products.

The “Boo-tiful Legs” contest calls for entrants to upload original photos of themselves wearing Duane Reade brand hosiery via a dedicated Facebook page. The contest will run through November 3.

Ten first prize winners will be chosen by the members of the public who “like” the photos they prefer on Facebook; the winners will receive either an iPad or an iPhone. A celebrity judge will then choose one of the 10 as the grand prize winner, who will receive a New York City spa experience that includes a two-night stay at a Manhattan hotel, as well as a massage and pedicure.

“The ‘Boo-tiful Legs’ Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience, all while connecting with Duane Reade strategic digital, social media and in-store platforms in a relevant and fun way,” explains digital communications manager Calvin Peters. “By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient leg wear options that are perfect for any and all occasions.”

Duane Reade brand hosiery is made by Doris International, which also produces products for leading fashion brands, Peters says. The Duane Reade brand products include socks, tights, sheer hosiery, knee highs and leggings, including a microfiber legging that is a consistent best-seller. They are available in a variety of colors and in different styles and textures. They sell for from $3.99 to $16.99.

Earlier this year Duane Reade conducted a Twitter campaign to promote its women’s hosiery offerings (#DRLegwear — ‘Show Us Some Leg’). That effort led to a 28% increase in sales of Duane Reade leg wear at a time when hosiery sales industrywide fell by 5%, Peters pointed out.

Last month Duane Reade passed a major social media milestone, becoming the first mass market retailer to have more than 1 million followers on Twitter.