Proctor & Gamble Launch Digital Beauty Magazine

Market leader, Proctor and Gamble is set to launch a free online magazine to promote its interest in the beauty industry. The magazine will be called Beauty Recommended and is to be the first digital publication to be sent out to P&G consumers; an estimated 1 million people will receive it, having registered on one of the companys microsite.

The digital magazine will of course feature P&G brands, Olay, Max Factor and Pantene to name a few. There will also be editorial features, interactive video content and an e-commerce section where consumers will be redirected to partner retailers, such as Boots and Superdrug.

Television adverts are running under the P&G banner, Transform yourself, yourself. This is a cross-brand marketing initiative launched as The Makeup Collection. The logo for this (created by Dewgibbons), will appear on advertising, packaging and online activity for all P&G products.

This FMCG giants ultimate goal is to increase online engagement with consumers and the launch of Beauty Recommended will undoubtedly have a major impact on its website traffic.

Ursula Colman of Brand Recruitment, regularly assists with the recruitment of marketing professionals for similar FMCG clients to Proctor and Gamble; she thinks this new marketing strategy will greatly increase brand awareness. She uses her extensive experience to compare P&Gs new innovative ideas to that of major clients based in the East; anywhere from Leicester to Norwich and from Chelmsford to Luton. Sharing the view of P&Gs Marketing Director ((Zaid Al-Qassab) for Beauty UK and Ireland, Ursula agrees that the magazine will form a platform for women to engage with its brands.

Celebrity Ambassadors, including Cat Deeley, will appear heavily in Beauty Recommended and makeup artists alongside hair stylists will give online tutorials on recreating professional looks from home.

This initiative comes after a customer insight survey found that as high as 92% of women feel the beauty industry neglect their opinions.

Creators of Beauty Recommended have coined the slogan Chosen by Experts, Reviewed by You in a bid to include its consumers on the overall running of the magazine. Readers will be invited to join the customer panel, as well as submitting reviews on the different products; thus leading to future content in subsequent editions.

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