Division/Category:
Communication
Management/Marketing Communication
Organizations:
Procter & Gamble
Beauty, Padilla Speer Beardsley
Intended Audiences:
Twin Cities salon
owners, hair stylists, make-up artists, local media, consumers
P&G Beauty, part
of The Procter & Gamble Company based in Cincinnati, has traditionally
presented itself as a collection of brands, but has begun to change its strategy
to project a more holistic image as a beauty company. P&G chose the Twin
Cities, home of Target, SuperValu, and Regis, as its first test market and hired
Padilla Speer Beardsley to create a public relations campaign.
Padilla’s first objective was to build relationships with what it calls beauty influencers, a group that includes salon owners, hair stylists, make-up artists, and fashion and interior designers. The firm invited a focus group of beauty influencers to give their opinions about P&G products and their preferences for an industry event. A “dream team” of influencers was put together for interviews, a radio promotion, and other events. Padilla donated bags of products to local events attended by its target audience, to be used in event auctions or raffles. And at an in-store event in Cub Foods, local experts gave consultations and made product recommendations.
The main focus of the campaign, the Beauty Summit, featured a demonstration of a new skin-analysis technology, peer-to-peer hair and make-up presentations, a panel discussion with national and local experts, and a networking reception. P&G’s professional and retail brands were presented side by side, which is atypical and considered risky. The event was attended by 175 people, and feedback from attendees was positive.
Award of Merit Winner
in Communication Management/Marketing Communication:
• LifeDiagnostics Imaging; Hennepin Faculty Associates
