P&G adds new director to board
CINCINNATI Procter & Gamble has appointed Frontier Communications executive Maggie Wilderotter to its board, effective immediately.
Wilderotter is chairman and CEO of Frontier Communications, the second largest rural communications services company in the United States. She also serves on the boards of Yahoo!, Xerox Corp., Tribune Co. and a number of nonprofit organizations.
“Maggie’s outstanding business acumen and broad strategic and leadership experience will make her a valued board member,” stated A.G. Lafley, P&G chairman of the board. “Her knowledge of media, communications and information technology will help us accelerate P&G’s growth. Above all, like P&G, Maggie puts the customer first in everything she does.”
Drug Store News exclusive: P&G brushes up oral care segment with new Outlast line
CINCINNATI Procter & Gamble is looking to further innovate the oral care segment and help its retail partners bolster sales with the launch of its new Scope Outlast mouthwash, Crest Plus Scope Outlast toothpaste and Oral-B Floss Picks Plus Scope Outlast Flavor.
“This is our extremely exciting breakthrough innovation that we are bringing to life not only with a new benefit area for consumers but also exciting new packaging that is really going to pop off the shelf and speak to consumers that there is something new and different going on in the Scope business,” Christine McGovern, Scope brand manager, told Drug Store News.
The launch is the biggest innovation in Scope’s 40-year history and is P&G’s largest initiative in oral care for its fiscal year.
Scope is P&G’s biggest mega-property, having grown 5% over the last year, but consumer research unveiled that its target consumers are under-consuming in the breath segment and have a desire for “long-lasting breath protection.” Looking to further strengthen the rinse, paste and floss categories and trade up consumers, P&G developed the Outlast technology and is bringing to market the three new premium products that have a regimen feel.
What makes the products unique is the Outlast technology, which is formulated to attach to receptors in the mouth to deliver a long lasting fresh feeling. In fact, according to P&G, the products are designed to deliver five times longer-lasting breath compared with brushing alone with ordinary toothpaste.
The target consumer tends to be a younger, image-conscious consumer (typically ages 25 to 35, with 28 being the bull’s eye) who is outgoing and social and wants fresh breath and a great smile, said McGovern.
The Scope Outlast mouthwash bottle is also designed to drive consumption.
“We purposely put this product in a bottle that would speak to the consumer that this is something new and different. We really wanted to reinvent Scope with this,” said McGovern. “We are also trying to drive more consumption. One of the things we’ve learned is that consumers tend to put the bottle underneath their cabinet so if you want consumers to use the product twice a day as part of their routine if it is out of sight it could be out of mind. Having a bottle that is counter-worthy can help drive more usage and consumption to help bring those extra sales to the marketplace.”
The launch will be supported by a multi-pronged marketing campaign comprised of print and TV ads, digital marketing and social media, in-store support and sampling. In addition, Crest and Scope spokesperson and celebrity Ryan Seacrest will promote the launch via advertising and consumer outreach.
The products will be available in stores in early September. The Scope Outlast mouthwash is available in Long Lasting Mint and Long Lasting Peppermint flavors with a suggested retail price of $4.99 (750 mL) and $5.99 (1,250 mL). Crest Plus Scope Outlast toothpaste, available in Long Lasting Mint flavor, has a suggested retail price of $3.25 (4 oz.), $3.75 (5.8 oz.) and $4.25 (7.6 oz.). Oral-B Floss Picks Plus Scope Outlast Flavor, available in Long Lasting Mint flavor, have a suggested retail price of $3.49 for 75 picks.
L’Oreal Paris showcases interactive beauty pavilion at state fair
NEW YORK L’Oreal Paris is inviting beauty mavens attending the Wisconsin State Fair to experience the ultimate in beauty through its interactive beauty pavilion dubbed The Color Space.
The fair, which kicked off Aug. 6 and runs through Aug. 16, is currently home to the 5,000-sq.-ft. beauty pavilion for women, men and children.
Visitors are invited to enjoy complimentary services and product samples from L’Oreal Paris’ trained professionals. Also available are skin care analysis and consultations, mini-makeovers featuring the brand’ cosmetic lines, hair care and hair color consultations from L’Oreal Paris stylists and more.
The Color Space also features of PRO Manicure bar, skin care lab with computer terminals for access to the L’Oreal Web site and a mobile Truelight Pod. The pod is exclusive to L’Oreal Paris and recreates specific lighting environments so visitors can see how different light affects the look of makeup and hair tones.
In celebration of L’Oreal Paris’ 100-year anniversary, visitors will also receive limited-time special pricing on select L’Oreal Paris products and a $2 gift certificate that can be used toward the purchase of any products sold at The Color Space or local retailers.