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P&G Oil of Olay Age Defying Series debuting nationally with $35 mil. marketing campaign.

This article was originally published in The Rose Sheet

Executive Summary

P&G BACKING OIL OF OLAY AGE DEFYING SERIES WITH $35 MIL. MARKETING CAMPAIGN including print and TV advertising, as well as "the largest single-brand, retailer-supported sampling program in P&G history," to introduce the beta hydroxy acid line to the skin care market, Procter & Gamble said. Television ads are scheduled to air in May, with print ads breaking in June publications. P&G estimates that the Age Defying campaign will reach 90% of its target audience -- women between the ages of 35 and 55 -- during its first two months.
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