P&G Beauty Scale: The Best in Beauty 2011

Category: SME-Manufacturer: Multi-Brand Shopper Solution
Brand/Client: P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai)
Lead Agency: Leo Burnett/Arc Worldwide
Contributing Agencies: SMG, DeVries Public Relations, Allure/Conde Nast, Red212

Strategic Challenge

The strategic marketing challenge was two fold:

  1. The Shopper Challenge: Convince a highly skeptical beauty shopper that the "mass" low-to medium-priced beauty brands available across Food/Drug/Mass are just as good, if not better, than higher-priced beauty brands found at specialty and department stores.
  2. The Retailer Challenge: Get retailers excited to support the program – create "news" about existing brands in the absence of product innovation or new product launch. Develop an idea flexible enough that it can be differentiated, adapted and tailored across multiple channels and drive unprecedented support across retailers and channels.

Shopper Segment