Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Secret/Olay collaboration: Procter & Gamble's first personal beauty care cross-branding initiative taps Secret Platinum odor and wetness protection and Olay's skin conditioning technology to create Secret Platinum & Olay Conditioners. "With the new addition of Olay, a brand women trust for moisturizing and rejuvenation of their skin, Secret Platinum & Olay Conditioners is the only anti-perspirant/deodorant that can provide underarm skin with unsurpassed dryness and silky smoothness with Olay conditioners," according to P&G. In stores now, products come in soft solid and invisible solid formulas in three scents, Velvet Powder, Botanical Silk and Tropical Satin, and cost $2.79 for 1.6 oz. and $3.79 for 2.6 oz. P&G is supporting the launch with TV and print ads in November books...
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