Fred Segal Beauty Partners with Brickfish(TM) to Hit the Beauty Jackpot: Online Campaign Rewards Shoppers for Creating Their Ultimate Beauty Wish-Lists

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Brickfish(TM), the online marketing platform, today announced a partnership with Fred Segal Beauty to launch the "Fred Segal Beauty Lottery!" campaign, a contest inviting entrants to share how they would spend $1000 in a dream shopping trip for products sold at the internationally-acclaimed fashion and beauty destination. The contest, located at http://www.brickfish.com/fashion/FredSegalBeauty, will fulfill the winner's fantasies with an online shopping spree at http://www.fredsegalbeauty.com.

We strive to challenge tradition and transcend the rules by charting our own course and remaining experimental in all we do. That is why we are eager to launch an innovative campaign that allows beauty lovers to share their ideas and let us know what products they want in their beauty arsenal and why.

    "Fred Segal Beauty takes pride in our innovative and unconventional approach to beauty," said Jeff Callison, online director, Fred Segal Beauty. "We strive to challenge tradition and transcend the rules by charting our own course and remaining experimental in all we do. That is why we are eager to launch an innovative campaign that allows beauty lovers to share their ideas and let us know what products they want in their beauty arsenal and why."

Recognizing every fashionista's fantasy of a shopping spree for fabulous potions, lotions, and must-have hair healing remedies, entrants are asked to visit the Fred Segal Beauty Web site to create the ultimate wish list. Participants then write a blog detailing the products they've selected and describing why they have chosen them. The grand prize winner, selected by representatives from Fred Segal Beauty, will receive a $1000 online shopping spree at http://www.fredsegalbeauty.com. One winner, chosen by vote-score, will receive an indulgent $500 shopping spree at the Fred Segal Beauty Web site.

According to Callison, the Brickfish platform creates a great vehicle for consumers to interact directly with the brand in unique and entertaining ways. By collecting User Generated Content (UGC), Fred Segal Beauty has the opportunity to communicate more intimately with consumers to understand their beauty needs. In addition, the Brickfish platform allows users to review and comment on entries and to share their favorites through email, Instant Messaging and hundreds of Internet sites, thereby extending the reach of the campaign and the Fred Segal Beauty brand across the Web.

"We're pleased to be working with a forward-thinking brand like Fred Segal Beauty," said Shahi Ghanem, CEO of Brickfish. "Beauty customers are exceptionally loyal to their favorite brands and Fred Segal Beauty understands that User Generated Content is a great way to connect with customer needs, wants and perception. The 'Fred Segal Beauty Jackpot' will strengthen the tie between Fred Segal Beauty and its customers while also introducing new customers to the brand."

The "Fred Segal Beauty Lottery!" campaign ends September 15. For more information about Brickfish, visit http://www.Brickfish.com.

About Fred Segal Beauty

World renowned and widely respected, Fred Segal Beauty has long been recognized as a leading force in beauty, lifestyle, fashion, salon services, product selection, and most recently, education. Proving an industry phenomenon, Fred Segal Beauty continues to strengthen and evolve - charting its own course, creating its own category and remaining committed to its unconventional philosophy. Michael A. Baruch, CEO, and Paul DeArmas, Creative Director, along with Fred Segal himself, co-founded Fred Segal Beauty in April of 1992. The Los Angeles based company has pioneered this unique retail-salon-spa-mobile-agency-workshop concept and is internationally known for its roster of exceptionally talented and inspired artists. Sophisticated and instinctive, creative and cutting edge, Fred Segal Beauty is rounded in a sense of originality, ingenuity and authenticity, defining and setting the standard for style today.

About Brickfish

Brickfish is an online marketing company that has created a new platform for driving consumer interaction and response through User Generated Content (UGC). Companies use the Brickfish platform to launch advertising and marketing campaigns that spark the creation of brand-relevant UGC, such as blogs, images, video and audio. Campaign content is shared in a peer-to-peer fashion via email, IM and thousands of sites across the Web and campaign participants are rewarded for creating, voting, reviewing and sharing campaign content. Brickfish tracks consumer interactions with this content and then provides customers with comprehensive analytics on campaign reach and performance. This approach provides better value than traditional online marketing approaches such as display-based advertising and key word buys. Many features of the Brickfish platform and its underlying technologies are patent-pending. Brickfish is headquartered in San Diego, Calif. with personnel in New York, Chicago, and Los Angeles.

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