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Marketing in Brief: P&G's Oil of Ulay

This article was originally published in The Rose Sheet

Executive Summary

P&G's Oil of Ulay: Colour cosmetics to debut in the U.K. in September following a test market that began in southwestern England last summer, Procter & Gamble said. The 120 "long-lasting makeup items" include foundations, eye and lip colors and nail polishes ranging in price from [pound]3.99 for an eyeshadow to [pound]7.99 for a foundation, the company said. The products will be available in pharmacies including Boots, Superdrug and Moss Chemist. Advertising for the line will be developed by Saatchi & Saatchi (London). P&G test marketed the line in the U.S. before its U.K. introduction but has no immediate plans to introduce the products here, the company said ("The Rose Sheet" July 31, 1995, p. 3)...
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