In Earth Day Tie-In, Beauty Retailer Offers Virtual Gift on Facebook

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Sephora launched a Facebook campaign tied to Earth Day.

The beauty products retailer is offering a virtual gift called the Sephora Pretty Planet Shopper. The virtual tote bag can be sent from one Facebook friend to another. Those who send the virtual gift are awarded a promotional code they can redeem, with any Sephora.com purchase, for a real, limited edition tote bag.

The creative was executed by Susan Kare at Facebook, who is responsible for creating most of the gifts in the Facebook Gift Shop. Sephora VP of Direct Marketing Bridget Dolan said the campaign will run through April 26.

"We chose to run the initiative with Facebook because we have had great success with advertising and gift shop participation in the past," Dolan said. She said Sephora began working with Facebook last year and found the social-networking site to be a "terrific environment" for engaging with its customers.

Dolan said the Sephora Pretty Planet Shopper idea aims to increase customer awareness of the company's natural and organic products. She said Sephora offers more than 1400 of those products from over 30 brands. Additionally, Sephora hopes the initiative will result in a general increase of awareness in the Sephora brand and its Facebook page, and boost the numbers of Sephora "fans" on the page.