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P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai)
The Best in Beauty 2011

RAN IN: United States

CLIENT
Procter & Gamble

Jay Sethi, Brand Manager
Nikhil Shah, Asst Brand Manager
Christy Garrett, Asst Brand Manager
Jennifer Justice, Marketing Specialist

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Holly Meloy, Account Director
Shawn Farrell, VP, Creative Director
Alma Klein, Creative Director
Laura Mardon, Associate Creative Director
Julie Rothweiler, Account Director
Lauren Rector, Sr. Account Executive


Starcom MediaVest Group


DeVries Public Relations


Allure/Conde Nast


Red212


SUMMARY

We faced two challenges for the 2011 P&G Beauty Scale event. First - convince "Want-It-All" shoppers that P&G's beauty brands were equal to department store brands. Second - get retailers excited about the program. We partnered with Allure and their "Best of Beauty" awards to spotlight winning P&G products and created a strong claim, "Best of the Decade," highlighting the 4 most awarded brands of the decade. Retailers got on board thanks to a robust marketing campaign: TV, print, digital, mobile tour and premium in-store displays.

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Print, Direct, PR, Retail Experience, Packaging,Mobile road tour

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English