Irondesign Style Challenge
Today, Votigo, Inc., the leading online social media technology and service provider for user-generated contests and promotions, and Shu Uemura Art of Hair, a luxury hair product line from L’Oréal, announced the Irondesign Style Challenge (www.shuuemuraartofhair-usa.com/stylechallenge) in search of the best hairstyle crafted with Shu Uemura Art of Hair products. The innovative contest enables world-class stylists to display their work by uploading photographs of their artistic creations to a dedicated website and to be voted on by the general public as well as other stylists. Shu Uemura Art of Hair Atelier Directors (the brand’s education team) will select the grand prize winner based on the following criteria: overall artistic approach (30%), skill in execution of hairstyle (30%), level of technical difficulty (30%), and stylists’ pick (10%). The grand prize winner will receive a four day/three night trip for two to Tokyo, Japan.
“Shu Uemura Art of Hair stylists are incredible artists; working with Votigo, we can now share with the public the beautiful looks our stylists create while recognizing and rewarding the caliber of their talent,” said Jennifer Karakkal of L’Oréal’s Shu Uemura Art of Hair. “Votigo has been the ideal partner to turn our vision into reality.”
For the Irondesign Style Challenge, Votigo developed a white-label contest site for Shu Uemura Art of Hair with a custom landing page that reflects the blend of purity and sophistication that has become the hallmark of the Shu Uemura Art of Hair brand. Also consistent with the brand’s reputation for product integrity, Votigo instituted fraud-free voting mechanisms and multiple safeguards for quality control including entry and comment screening. To achieve Shu Uemura Art of Hair’s goal of highlighting stylists’ work, Votigo created a three-photo interface (front, side, and rear) that will enable voters to view each stylist’s entry in its entirety.
Votigo’s social media platform allows stylists to make use of viral sharing tools, such as “vote for me” widgets that can be added to the stylist’s social network profile page and address book import tools to promote their work to friends, family, and clients who can vote for their entries. The integrated viral features will extend the reach of the campaign for Shu Uemura Art of Hair and allow the brand to capitalize on valuable word-of-mouth marketing. Additionally, stylists receive input on their styles from voters and other stylists nationwide through commenting features developed by Votigo, a rare opportunity provided only by today’s advancing technology.
“The Shu Uemura Art of Hair brand has stood for innovation since its inception, and this contest is no exception, ” said Mike La Rotonda, co-founder and chief executive officer of Votigo.
“Shu Uemura Art of Hair is in the forefront of the beauty field as it embraces user-generated content and social media to showcase the talents of its stylists. We are thrilled that we could develop a contest site that offers multiple avenues for viewing and disseminating the unique contributions of Shu Uemura Art of Hair stylists.”
To enter, stylists may go to: www.shuuemuraartofhair-usa.com/stylechallenge. Photo submissions and public voting begin on July 1, 2008. Submissions will be accepted until August 4, 2008, with public voting to conclude on August 18, 2008. The grand-prize winner will be selected on or around September 1, 2008.
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