Oil of Olay targets London shoppers with promotional campaign
LONDON – Oil of Olay, the Procter & Gamble skincare brand, is targeting female office workers and shoppers in central London with an experiential marketing drive offering demonstrations and money-off vouchers for the launch of its new moisturiser.
The campaign has been developed through i2i Face to Face Marketing and aims to drive trial and awareness of the new Total Effects Anti-Ageing Blemish Care moisturiser.
The activity will target women aged 35 and over with two "hit squads" offering on-street beauty consultations from trained health and beauty specialists.
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Shoppers will find the Oil of Olay teams across 20 locations in the London for two weeks from late August, including popular West End shopping locations and Boots and Superdrug stores to link in with special in-store product price promotions.
It is hoped the campaign will highlight the toll that busy urban environments can take on the skin by targeting people while they shop or at the end of the working week.
Fiona Sutherland, client service director of i2i Face to Face, said: "Live product experience is a fantastic way to communicate the benefits of a beauty brand with a luxurious feel and numerous beneficial attributes -- and directly activate consumer demand among target consumers."
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Oil of Olay: London promo
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