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Procter & Gamble Co. next month will continue to push its Oil of Olay franchise beyond the skincare shelf.

In April, it will introduce Daily Renewal Moisturizing Body Wash, yet another entry in its 5-year-old shower line. This month, P&G debuted Complete UV Protective, a moisturizer with built-in sunscreen. And just last month, it began shipping its new Oil of Olay Color Collection cosmetics line to stores.

Olay agency Saatchi & Saatchi, New York, is handling the support for all three launches.

The Daily Renewal extension features a liquid soap for the shower with petrolatum, a strong moisturizer, in Calming and Revitalizing Scent versions. The product's built-in skin conditioners are meant to save the extra step of applying moisturizer after showering, said Marc Pritchard, VP-general manager of Procter & Gamble Cosmetics.


Daily Renewal's advertising will break in April magazines while ads for Complete UV Protective broke in March books.

P&G would not provide figures, but the company spent approximately $42 million through the first 11 months of 1998 on its body wash line, and $5 million on Daily UV Protective, another sunscreen product, according to Competitive Media Reporting.

Meanwhile, the cosmetics line will get $90 million in backing including print, TV and sampling, under the tagline "Lasting color that cares."

Teaser ads will break in the April Cosmopolitan, and the full campaign follows in May magazine issues.


Other P&G cosmetics brands will also launch new lines in coming months, Mr. Pritchard said. Cover Girl will break new advertising in summer to back its Rhythm & Blues line for back-to-school.

Ads from Grey Advertising, New York, will feature singer Brandy, a current Cover Girl spokeswoman. Max Factor will also launch a new fall line, called Cine Glow, with print ads from Leo Burnett USA, Chicago, and a possible movie tie-in, Mr.

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