L'Oréal Elnett: Editors' Obsessions

Challenge

Announce and celebrate the stateside launch of sought-after L'Oréal Elnett hairspray.
Engage DailyCandy readers with an exciting sweepstakes program involving DailyCandy editors.

A custom microsite was made, featuring Editors' Obsessions, a weekly debut of an editor and her top three must-have items, along with Elnett branding and product information.
The campaign launched with an enticing Dedicated Email announcing the availability of the product and encouraging readers to pick up a can, and weekly follow-up Dedicated Alerts encouraged immediate sign-up.
Readers entered to win the custom sweepstakes, and two winners were selected each week. Five readers won the featured Editors' Obsessions items along with a can of Elnett, and an additional five received a month's worth of at-home blowouts!