For the launch of its latest innovation in skin care PRODIGY POWERCELL, Helena Rubinstein goes to the Internet with a viral campaign « The Green Cell Power », consistent with the brand values: audacity and high-tech.

An audacious initiative

To promote PRODIGY POWERCELL and announce its major scientific breakthrough on the Internet, Helena Rubinstein thinks out of the box of traditional communication of a cosmetics product.

« Nature has its own secrets, few of us are in the know » was the starting point of the buzz campaign using a teaser film. « The Green Cell Power » is the code name of this viral campaign, in which everyone can participate. In a few days, the video generated over 25,000 views on YouTube, and circulated on the blogosphere and on Twitter to Japan, via Italy, Belgium, Spain…

A poly-sensory experience

With the site experience www.thegreencellpower.com, users can observe and participate in the phenomenon of cell regeneration, the essence of PRODIGY POWERCELL. A journey through the infinitely small, close to literary and cinematic fantasy. In a week, hundreds of cells were generated by Internet users who were attracted by the unusual experience of an online community game.

A pioneer in the Web 2.0

Helena Rubinstein, always at the forefront of innovation, has chosen a means of contemporary communication, the Web 2.0, with an internet device that embraces YouTube, Facebook, Twitter and the blogosphere.  The revelation of PRODIGY POWERCELL, on the Internet March, 31^st 2010 will also occur via social media using the brand’s Facebook fan page, which already has more than 4,000 fans, and using Helena Rubinstein’s Twitter followed by close to 700 Followers.

New major breakthrough

• Vegetal stem cells
• PRODIGY POWERCELL
• Youth Grafter
• After 5 days, the visible signs of a younger skin
• Smoothed skin – Recreated radiance – Reinforced tonicity

www.thegreencellpower.com / www.helenarubinstein-powercell.com