Brief: To create an online relationship between Helene Curtis and her brands with women that translates into increased credibility and appeal for her brands. We needed to establish a relationship via Helene vs. the brands allows us to be relevant, personal, and to relate to consumers. We needed to create the virtual Helene.Solution: The content/design of site is provocative and consumer-centric. It introduces Helene and her brands as a destination site that offers hair, beauty and fashion content from a girlfriend, not a specific product-focused brand. Digital@jwt built a community of “girlfriends” through monthly outbound email communications. Incorporated “For tips & talk, visit helencurtis.com” on all branding communications.The results were successful with an average of 250,000 monthly unique visitors. The team created the personality we intended. A dramatic increase in the perception that Helene is “fun, innovative and someone women want to be friends with an a hair care expert” based on qualitative results.