Rite Aid contest combines new website, social networking

CAMP HILL, Pa. — A new campaign by Rite Aid is targeting nail polish customers.

The Camp Hill, Pa.-based retail pharmacy chain announced Thursday that it had launched the seven-week "Nail Extravaganza" campaign to engage beauty shoppers around the trend of using multiple nail polish shades.

The campaign includes a two-round contest through Facebook, Twitter and Pinterest titled the "Search for the Rite Aid Nail Enthusiast," in which visitors to a special website can submit photos of their decorated fingernails and toenails.

The contest starts Thursday and runs through May 25. Contestants in the first round will be judged for originality, creativity and visual appeal by beauty industry leaders Essie Weingarten, Suzi Weiss and Julie G, while the 10 semifinalists will receive official nail-care kits for the final-round entry, and the winner will receive a $1,000 Rite Aid gift card.

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

The retailer also is incorporating the contest into its Wellness+ loyalty card program, offering $10 +UP rewards for customers who make $30 in nail purchases.