Viral were planted on various sites to create an intrigue value about 'skin expertise'

•Facts about skin care which are bizarre and whacky. •Made a flash video about the crazy and funny beauty treatments to people.

E.g. Using leeches to keep your skin young. Establish the bizarreness of ill-informed advice versus Kaya's expertise in skin care.

Communications touch points

TV - Spots & Branded Content; Interactive - Online Ads, Web site, viral video, social networking sites, Print (Magazines), New media - Mobile Phones, Retail - Sampling/Trial, OOH - Billboards, Direct Marketing - Emailer Other marketing components used in this effort: Free Skin Analysis

Click to Play TV Commercials

Experiment:

http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=7043&media=TV

Skin Experts:

http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=16075&media=TV

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