Clairol knows how to get the most out of your shade, but how do you get the most out of your buy? Spongecell, of course. Clairol had a series of color-care tutorials that it wanted to distribute across the web. Spongecell's Lightbox technology offered Clairol the perfect formula—great scalability and the ability to showcase video content in a slick, brand-friendly package. Click-outs drove customers to Boots, a co-op partner.