P&G unites innovation with value for multipronged campaign
NEW YORK In response to a national survey, which found that many women often are disappointed with their purchase of household products and desire more product innovation, Procter & Gamble has developed the multipronged “Have You Tried This Yet?” campaign as a way to highlight the manufacturer’s newer, more unique products. As part of the campaign, P&G opened to the public on Oct. 22 an interactive pop-up store in New York to drive awareness and product trials.
(Click here to view photos of P&G’s New York pop-up store.)
The temporary store, located at 101 West 57th St. near Sixth Avenue, will be open through Oct. 31, offering consumers free demonstrations and product samples from such brands as Olay, CoverGirl, Febreze, Charmin, Pringles, Bounty and Tide.
“What you are seeing here is a few of the products that really have a lot of consumer appeal and are, from a performance and a value standpoint, beneficial to the consumer,” Nataraj Iyer, P&G’s associate marketing director of multibrand commercial innovation, said during a special media preview event the evening of Oct. 21. “The key is we are trying to make sure that the consumers understand the performance of the products because she has indicated to us, through surveys and so forth, that she finds it very difficult to find new products and why she should change. So one of the ideas of bringing all of these things together is to really bring together these innovations.”
The event also included brief presentations by Michelle Callahan, a TV host, relationship expert, coach and developmental psychologist; Rolanda Johnson, a P&G Beauty scientist who is responsible for working with dermatologists and clinicians; and Kimberly Danger, the creator of Mommysavers.com, frugal expert and author.
When browsing the pop-up store, consumers will find a variety of interactive stations including, but not limited to:
- AClairol Nice’n Easy station where they can learn about the line and even schedule an appointment for a free hair coloring at the pop-up store;
- A Crest 3D White station where they can see computer-generated before-and-after photos of their teeth when using the Crest 3D White teeth whitening system;
- A skin care station where consumers can test the luminosity of their skin and discover the benefits of Olay Regenerist Micro-Sculpting Serum;
- A makeup station where beauty mavens can get a makeover using CoverGirl products, including CoverGirl Clean Makeup;
- A station where consumers can discover the benefits of using the Bounce Dryer Bar and Tide Stain Release In-Wash Booster.
There also are several computers located in the store so consumers can sign up to receive samples, coupons and product reviews via PGtryit.com, as well as visit the eStore, which sells P&G brands.
Overall, the campaign brings together 18 different products, from across a range of categories, which have been launched in the past 16 to 18 months. Aside from the pop-up store, the campaign also includes direct-response TV, newspaper advertisements and direct-to-consumer mailings that will reach about 10 million consumers. The campaign also will be supported in P&G’s BrandSaver coupon booklet, which reaches 57 million households and offers more than $113 in savings.
Patrick Bridges joins Freeman Beauty Labs
LOS ANGELES Freeman Beauty Labs, whose brands include Vita-K skin care, Psssst! instant dry shampoo and Freeman Papaya hair care, has hired Patrick Bridges as its new SVP sales.
In his role, Bridges will continue to build and manage the sales department across most major mass channels in the United States, as well as in such international markets as Russia, the Netherlands and the Middle East.
Bridges joins Freeman Beauty Labs from Bionorica. As VP marketing and sales there, Bridges was responsible for developing a business strategy in the mass and natural channels for the U.S. subsidiary of the $200 million German phyto-pharmaceutical company. Prior to Bionorica, Bridges served as the general manager and director of the Ester-C business unit at NBTY, a provider of dietary supplements.
Kinerase announces new skin care line for mass
ALISO VIEJO, Calif. Clinical skin care brand Kinerase, which has a long history of creating high-end skin care products for both the physician and prestige channels, now has developed a new line for the mass market — Dr. LeWinn by Kinerase.
Dr. LeWinn by Kinerase, a new hybrid of skin care products for consumers who need a more accessible price point, is comprised of 10 cleansers, moisturizers and daily treatments. The products will be available beginning February 2011 at select Walgreens and Walmart locations, and will retail for between $10 and $35.
Valeant Pharmaceuticals International, the creator of Kinerase, recognized the potential of combining the insights, advancements and technology from the two leading areas of medical skin care research — dermatology and plastic surgery — and by partnering with Dr. LeWinn’s Research Center, the company developed the new collection.
The line utilizes Kinerase’s patented kinetin at exclusive clinical strength levels of 0.1% to visibly extend skin’s youth by improving cell health. Kinetin exists naturally in the DNA of plant and human cells and has been clinically proven to provide benefits in human skin. Kinetin slows down visible aging by recharging cells to stimulate skin’s natural protection and repair mechanisms. As a result, skin acts, looks and feels younger, the company stated. Kinetin is effective for all skin types and works without exfoliating or forcing cell turnover, so it does not irritate.
In addition to kinetin, Dr. LeWinn by Kinerase products contain a variety of ingredients available in the mass market for the first time. Some of these ingredients include SNAP-8 Peptide, neuropeptides that visibly relax the appearance of wrinkles caused by repetitive facial expressions; Osilift, oat kernel sugars that create an invisible lifting film to tighten and minimize the look of wrinkles; and Eyeseryl, a tetrapeptide that drains and decongests puffiness and safeguards against future eye bags.
Plastic surgeon Dr. Laurence LeWinn founded the Department of Plastic and Reconstructive Surgery in Philadelphia, and continued on to become the associate clinical professor of surgery at the Hershey Medical Centre Pennsylvania and the director of Plastic Surgery Institute in Palm Springs. Inspired by his celebrity clientele, he created a topical skin care collection, called Dr. LeWinn’s Private Formula, which has been the No. 1 premium skin care brand in Australia for the past 11 years.