Philosophy uses holidays for viral e-mail promotion

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Skin care brand Philosophy has teamed up with e-mail service provider Responsys for a viral e-mail campaign that lets online consumers design and send personalized e-cards to their friends and family.  

In a time when the inbox is stuffed with marketing messages, the brand is letting consumers create their own e-mails branded with the philosophy company, in a move to get consumer attention and to help build its list.

The e-card functionality is featured at the top of the philosophy home page as the first item in the gift guide, as well as through Philosophy's e-mail messages and social networking profiles on MySpace and Facebook. Essentially, a consumer can choose a design, enter a personal greeting, add delivery details and opt in to receive philosophy's e-mail newsletters and a free gift.

The holiday e-mails from a friend, also include marketing messages including: “a holiday fun fact,” links to "more holiday fun," "holiday gift center" and "discover philosophy.” Recipients also can continue the chain by sending an e-card of their own.

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