Walgreens is collaborating with the new social competition App, The Challenged, to bring summer beauty tips to life.

The Challenged App, which is a free download for iOS on the iTunes App Store, is described as, “delivering a seamless social challenge creation and fulfillment experience that unites socially-activated users and celebrity influencers…all from one destination.”

The app lets individuals – or a brand – start a social media challenge. Walgreens posted the first challenge to the app – #BeautyChallengeContest. The 30-day video challenge, asking users to bring their best summer beauty tip to life in a 12-second video. One requirement – video bloggers must use either CIRCA Beauty or Nonie Creme Colour Prevails products, which are both available exclusively at Walgreens, and shown above. The challenge runs until July 8th.

Beauty expert Lauria Locsmondy of the Walgreens Social and Content creative team will judge the Top 3 “viewed” Beauty Challenge videos submitted based on specific criteria, including whether or not the video contains clear steps to achieve the look; and whether it is relevant for summer. The top submission chosen will win an assorted prize of the best-selling products from the two beauty lines.

Adam Kmiec, Senior Director of Mobile, Social and Content Marketing for Walgreens, said: “Video continues to be a compelling way to tell a great story. Today, more than ever, user-generated content inspires action and connects brands with customers. We believe the Challenged collaboration will be an effective and unique approach to reaching a key consumer audience and driving omni-channel conversions.”

This isn’t the first time the nation’s largest drugstore chain has shown it is tech-savvy – earlier this year, Sona Chawla, president, Digital and CMO, Walgreens, told Allure’s Linda Wells how it was using digital technologies to improve the consumer shopping experience.