• , Thursday, April 3, 2008 11:30 AM

Alberto Culver's St. Ives is positioning its Elements apricot scrub and cleansers as part of an overall approach to living a better life in its "Get a happy face" campaign launching this week. Because women increasingly go online to research and discuss beauty products, the campaign leans on the Web to reach its target.

Companies usually equate signs of growing older--like wrinkles--with the loss of beauty, says Jason Zada, executive creative director of EVB, San Francisco, which created the campaign. Even a well-lauded effort, such as Dove's "Real Beauty" campaign, has negative overtones, he maintains. "Everything in this [St. Ives campaign] is rooted in joy, excitement and fun."

Print and online ads direct women to a campaign site, GetAHappyFace.com. There, product research information is combined with portable digital content such as a desktop widget that shows users the sun-intensity for the day.

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