The 13 days enigmatic saga “Who Loves Men?” revelation unfolds in four phases around the theme “Who knows what men want?”:To control? To watch? To listen? To feel?Each day, keyword-related widgets and goodies are “released”. Theses collector’s editions’ design and functionalities evolve within the campaign and afterwards. The Buzz is also generated by stimulating participants to increase their chances of winning the prize draw by passing on the collector’s editions to a person of their choice.The final revelation, in response to “Who Loves Men?”:Lancôme Loves Men – because Lancôme knows what men want.