P&G is extending its Oil of Olay brand with a new ProVital sub-brand aimed at women 50-plus. A $23 million print and TV campaign breaks in May via Saatchi & Saatchi, New York.
Oral-care marketer Den-Mat Corp. is expected to spend up to $15 million of its estimated $20 million budget on the first age-defined mouthwash and toothpaste, Rembrandt Age Defying. "Age-defying" is already a popular descriptor used by beauty brands including Revlon Age Defying and Oil of Olay Age Defying skincare products.
FROM AGE 40 TO DEATH
"Rembrandt Age Defying addresses 40-, 50-, 60-, 70-, 80-year-olds; it addresses consumers till death," said Jasun Martz, VP-executive director, marketing and communications, at Den-Mat.
Actress Jaclyn Smith will represent the line in ads via Carlson & Partners, New York.
Oil of Olay ProVital is the first U.S. mass-market cosmetics line to so boldly target women over 50.
P&G said the 50-plus segment is the fastest-growing consumer segment in North America. In the U.S. alone, there are an estimated 70 million people in that age group. By 2015, that number will increase by 50% to approximately 107 million. Media companies such as CBS are increasingly trying to convince marketers to target older consumers rather than the traditionally coveted 18-to-49 demographic.
The primary spokesmodel for the ProVital line is Anne Roberts, 51, a longtime commercial actress who now has a second career as a cabaret singer. Other older spokeswomen who will be featured in TV and print ads include actress Peggy Lipton and models Gabrielle Von Canal and Evonne Swann.
FIRST U.S. WORK FROM SAATCHI
The campaign represents Saatchi & Saatchi's first U.S. work for the brand since winning the business in January after the firing of Wells BDDP.
ProVital, introduced in Europe in 1994, has become a successful segment leader there backed by similar ads from Saatchi & Saatchi, London.
"Age is just a number," said Gina Coleman-Drosos, Olay marketing director. "Many women 50 and older have told us that as they age, they feel more confident, wiser and freer than ever before. These women are redefining beauty.
"Our research shows that when it comes to their skin, dryness and vitality are their key concerns, not just a few wrinkles."
The ProVital lines includes Protective Moisture Lotion with SPF 15; ProVital Night Cream; and Pro-Vital Perfecting Moisturizer.
In addition to media support, the line will be heavily sampled through a retail program that is expected to include up to 10 million in-store and direct samples.
Rembrandt's Age Defying toothpaste and mouthwash will use the theme line, "Do your teeth make you look 10 years older?"
Print copy emphasizes the point that Rembrandt is introducing two "revolutionary anti-aging products that help restore teeth and gums to a healthier, whiter and younger look."
Print ads will run in 14 magazines, ranging from Parade to Vogue and Fortune. There will also be 46 million free-standing inserts with $1-off coupons.