Dive Brief:

• Walgreens is using the social competition app Challenged to get customers to share their summer beauty tips. 
• The 30-day contest asks customers to upload a short video of themselves using a CIRCA Beauty or Nonie Creme Colour Prevails product. 
• The top submission will win an assortment of products from the beauty lines. 

Dive Insight:

The nation’s largest drugstore chain is tapping the social app Challenged to help engage users of its CIRCA Beauty or Nonie Creme Colour Prevails cosmetics lines to promote the products. Now through July 8, users downloading the app will be asked to “bring a summer beauty tip to life” in a 12-second video.

Videos must show a summer look created using CIRCA and/or Colour Prevails products, and detail the steps taken to create it. When the 30-day challenge ends, Walgreens beauty expert Lauria Locsmondy will pick a winning submission from the top three viewed, awarding its maker with a selection of best-selling products from the two lines.

“Video continues to be a compelling way to tell a great story,” Adam Kmiec, senior director of Mobile, Social and Content Marketing for Walgreens, said in a statement. “Today, more than ever, user-generated content inspires action and connects brands with customers. We believe the Challenged collaboration will be an effective and unique approach to reaching a key consumer audience and driving omnichannel conversions.”