Girls Just Wanna Have Fun... And Wash Their Hair!

Here's a good example of Hair experts Sunsilk engaging their audience.

They have created a community in India and the Philippines for girls to spend time, covering all manner of girly things from Hair Care (obviously) to Beauty and Fashion Tips, Expert Advice, Celebrity Blogs, Forums and Video Content.

Admittedly i'm probably not in their target audience but I have to say the site is engaging, well put together and a good example of facilitating conversation amongst their audience and allowing them to generate social currency among their peers...