HUNT VALLEY, Md. -- With this year's launch of the Oil of Olay color collection, the sustained success of the Cover Girl brand and the continued presence of the Max Factor line, Procter & Gamble Co. (P&G) will remain a formidable power in the color cosmetics category for years to come.
Prior to the introduction of the Oil of Olay color collection interviews with hundreds of women and hours of testing revealed that consumers want color cosmetics that are not only good for their skin but also provide lasting color, says Marc Pritchard, vice president and general manager of P&G's domestic cosmetics business.
"While the Olay woman was willing to pay more for superior skin care products," he notes, "until now she didn't have a color cosmetics brand devoted to her."
While developing the new line, which debuted in May, the supplier determined that women want a simplified shopping experience, including an uncluttered shade selection, easily accessible wall units, sales people who are not overbearing and the opportunity to try products before purchasing them.
Addressing those varied needs, the Oil of Olay collection offers a wide range of classic shades with no duplication in an innovative in-store setting designed to make shopping easier and more enjoyable.
"We focused on transforming the shopping experience," Pritchard remarks. "Posters, banners and balloons create a path to the brand."
The well-lit wall displays are fully stocked with testers and tissues, inviting women to sample the products. Interactive color wheel elements incorporated into the units are intended to help shoppers customize their cosmetics purchases.
Providing what Pritchard calls "lasting color that cares," the Oil of Olay All Day moisture foundation is clinically proven to rehydrate the skin continually for up toll hours while providing a "natural look" ColorMoist lipstick lasts for hours while helping keep lips soft and moist, while Beauty mascara lasts all day without smudging or smearing, he says.
In addition to those items, the Oil of Olay line includes All Day moisture foundation, shine-control foundation, loose powder, pressed powder, concealer, eye shadow, eyeliner, lipstick, blush and nail lacquer.
The launch is being supported by the largest advertising campaign in P&G Cosmetic Products' history. "Our goal is to reach literally every woman in America," comments marketing director Anne Martin.
On the heels of the rollout of the Oil of Olay cosmetics line P&G unveiled the brand's autumn color collection. The "Live Life in Cashmere" line of deep burgundy, rich brown and velvet mauve tones is composed of seven new lip shades and five new nail colors, plus classic eye pencils and eye shadows. The new colors will be available in mass market retail outlets beginning in July.
While putting its massive marketing muscle behind the Oil of Olay launch, the supplier is not neglecting its other brands. For example, P&G is trumpeting its music-inspired, back-to-school "Rhythm & Blues" color promotion for the Cover Girl brand. It will feature an advertising campaign with model and Grammy award-winning singer Brandy, new shades and stencils of Pure Magic body art, and a free mail-in CD sampler offer, as well as new colors for lips, eyes and nails.
Inspired by cool earth tones and rustic themes, the Rhythm & Blues collection features both pale and dark celestial grays, tinted purples and blues. Products for eyes include Professional mascara in blue/black and One-Kit Professional eye enhancers in four new shades. In addition, there are two new Four-Kit Professional eye enhancers as well as two new shades of Perfect Blend eye pencils.
P&G will support the Rhythm & Blues launch with a full-scale marketing campaign and national advertising in teen magazines. Print ads will feature Brandy and model Lonneke, while in-store merchandising will promote the CD mail-in offer.
Consumers can receive customized back-to-school beauty advice by calling the brand's toll-free hot line or visiting the Cover Girl web site. Rhythm & Blues and the Cover Girl CD offer will be available at retail beginning in August.
The supplier has also announced the newest addition to Cover Girl's roster of celebrity spokeswomen, recording artist Faith Hill. "Faith is not only a beautiful and talented singer, she's a wife and working mother," Martin notes. "She knows how demanding it is to balance the many roles women have today, and our Cover Girl consumers can identify with those challenges."
Finally, on its third major front in color cosmetics P&G recently introduced "A Midsummer Night's Dream," the summer collection under its Max Factor brand. The line was launched in conjunction with Fox Searchlight Pictures' release of the film of William Shakespeare's A Midsummer Night's Dream.
The A Midsummer Night's Dream line is a continuation of Max Factor's commitment to creating cosmetics directly inspired by Hollywood and the movies, according to Todd Magazine, the brand's marketing director.
"Our association with Fox Searchlight Pictures and A Midsummer Night's Dream is a natural for us," he says. "We have been part of the film industry since the early days of Hollywood, when the legendary Max Factor first created cosmetics specifically for the top stars."
The collection highlights bronzes and silvers, and features Shimmer Pan-Stick, a new face and body makeup that provides a pearly, translucent allover shimmer. Consumers can use the line, which includes several shades named for the fairies in A Midsummer Night's Dream, to recreate the soft, glowing, radiant looks from the film, notes Magazine.
Procter & Gamble Cosmetic Products
11050 York Rd. Hunt Valley, Md. 21030-2098
Key contact: John Devine Business development manager for the chain drug industry
Web site: www.pg.com
Phone: (800) 538-6204
Fax: (410) 785-4728
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