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Proctor & Gamble begins Look Fab promotion

Proctor & Gamble has begun a promotion called “Look Fab” in association with CanWest MediaWorks and The Media Company. The initiative will promote a variety of the company’s brands, including Nice N Easy, Covergirl, Pantene, Crest and Olay. The campaign will consist of television vignettes that will air during episodes of the series “Gilmore Girls.” Each set of vignettes will illustrate one of four makeovers for a mother and daughter. Four and a half minutes of this material will air during each episode during the commercial breaks, comprising a 30-second introduction, a 90-second segment on hair, a 90-second segment on skin and a 60-second conclusion. The creative also directs viewers to a website at <> to enter a draw for a trip to Hollywood for a mother and daughter makeover and shopping spree. Commercials during other Global TV programs direct viewers to watch for the vignettes. The campaign began on April 18.

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