The Softlips® Picture Perfect Lip Search celebrates its second year, as thousands of young women (13+) nationwide enter their photo on the brand site to vie for the title of America’s most perfect lips. Not only does this contest tie in with the brand’s messaging of soft, beautiful lips, but it provides RL&A with a “product” to reach out to media outlets that would not traditionally cover beauty and/or lip balm, and it is a vehicle to drive Web traffic. The contest has traveled to college campuses, retailers, and fun women’s night out events nationwide.