Procter & Gamble begins online Herbal Essences promotion
By Adnews Staff
Procter & Gamble has begun an online campaign in support of its Herbal Essences line of hair care products. The initiative, which is aimed at women in their 20s, is based at the website <http://www.fantasyhair.ca>. The site consists of five areas for five product lines. Each area features a virtual man, depicted in an introductory video, who offers hair advice. Consumers can also communicate with the virtual men through text messages. Interacting with the site in this way enters the user in to draw for various prizes, including a trip. The campaign also includes a presence on Facebook.com, where visitors can vote on various hairstyles. The winner of this contest will receive a makeover, a photography session and a feature in LouLou magazine. The campaign was developed by Arc Worldwide and Leo Burnett of Toronto.