This campaign was a challenge to see how effectively we could reduce negative "buzz" and increase positive buzz.

1.Contest announcement (TV commercials, TV program, public transportation advertising, websites, and blog parties) 2.Careful selection of winners.

3.Presentation of beauty product awards following the announcement of 2007 winners at a ceremony attended by the mass media.

4.Positive buzz generation and winner activities reported (by public transportation advertising, events, etc.).