Salon Selectives, the once-popular brand that made women of the 1980s feel like they just stepped out of a salon, was reintroducing the brand to a new and younger audience.

The Well created an interactive website that featured a “Hair Care Customizer”� application and a “Hairometer”� widget to provide customized hair care tips based on local weather. A campaign was launched including banner advertising, Google ppc, email, and social networking.

In a few short weeks, Salon Selectives had collected over 50,000 email addresses with little advertising expense.The campaign also helped to attain critical distribution with Target and Wal-Mart.