Marketing in Brief: Procter & Gamble
This article was originally published in The Rose Sheet
Executive Summary
Procter & Gamble: Cover Girl Natural LashDarkener provides an "ultra-thin coat of deep, rich, smudge-resistant color," the company said. The "lash darkener" contains lower wax levels and pigments that are smaller "and more finely milled than regular mascara" to provide a "light mascara look," according to the company. Available in February in Black, Black/Brown and Soft Black shades, Natural LashDarkener will retail for $3.50. To promote the product, P&G will offer in-store trial size displays and a direct-mail sampling campaign targeted to teenagers. Print and TV campaigns for the mascara will feature Cover Girl model Rachel Hunter...