P&G PROMOTES NEW HAIR CARE REGIME
By Adnews Staff
Procter & Gamble is promoting its new three-step hair care regime called Inner Science with a number of initiatives including a multi-media advertising campaign and an online contest. The line is being targeted to women over 35 years of age. Available in "balanced care", "extra moisture care" and "colour care" varieties, the three-step process is intended to clean, nourish and protect hair. P&G began rolling out the Inner Science line earlier this year in drug stores, grocery stores and mass merchandise stores in Canada. Television advertising supporting the product launch mimics the style of a mystery movie. Sixty- and 30-second spots depict a crime scene at which a man is found murdered. A long blond hair, the same colour as his wife's hair, found at the scene leads police to suspect she killed him. The spots are being accompanied with prints ads in consumer magazines. An online contest at <http://www.innerscience.com> is also running until April 30 in which participants can enter to win a trip for two on the Venice Simplon Orient Express. Advertising for Inner Science is handled by Leo Burnett. Public relations are handled by Langdon Starr Ketchum.