Objective* Continue to build strong one-to-one relationship with our consumers.* Drive traffic to Helene Curtis website.* Retain loyalty and build equity.Programme descriptionThis email provides Unilever's premium haircare portfolio (ThermaSilk, Salon Selectives & Finesse) the opportunity to contact qualified consuemrs who are hair-involved once a month. The Hairline newsletter is a monthly email sent to Helene Curtis and i-Won subscribers. This email offers hair tips, advice and brand information to users who have subscribed to receive email directly from Helene Curtis and from our media partner, iWon (all permission-based marketing). iWon offers their consumers the opportunity to receive Hairline as a value-add.Results* Hairline distribution numbers are up 998% from 2000 - 2000 = 85,000 Hairline registrants/2000 = 847,964 Hairline registrants.* On average, 12,000 people per month sign up for the Hairline as part of their iWon registration.* The open rate of the Helene Curtis Hairline is roughly three times that of the industry average open rate - the average open rate for a retention-based email is 8% (Jupiter Communications 10/01); response rate of Helene Curtis retention-based email: 38%.Learning:* Continuing to participate in new opportunities has allowed the Brand to reach beyond it's typical target audience and bring more people in.* The ability to promote co-registration via media partnerships is an excellent way to increase the Hairline database.* Providing people with worthwhie, relevant content is key to bringing them in to further experience the brand.