Coty launches viral game to back Ex'clama'tion perfume

by Ben Bold, Brand Republic 08-Dec-05, 08:00

LONDON - Cosmetics giant Coty has launched an online viral game to encourage teenage girls to interact with its newly designed website for its Ex'clama'tion fragrance range.

Visitors to exclamation.co.uk are also encouraged to create the "perfect bloke" by choosing his face, body, hairstyle and clothes. Users can then specify character traits, name him and submit their "Mr Right" into a competition to win a mini-iPod. Girls can also email their creations to friends.

The website also includes a Boyfriend Hall of Fame, were users can vote for their favourite virtual bloke, and a quiz that matches them to one of Coty's four Ex'clama'tion fragrances.

The Minimart worked closely with Coty's in-house designer Nic Hudson to ensure that the website's look was consistent with the brand.

Natalie Moon, Coty UK marketing manager, said: "The Minimart's research showed that the internet plays an increasing part in the lives of 13- to 15-year-old girls.

"The Minimart's idea of allowing girls to create the the 'perfect bloke' has clearly struck a chord with our target audience."

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