P&G unveils style and beauty app

Procter & Gamble is to launch its biggest ever mobile marketing initiative with the launch of a mobile app that will offer beauty-themed London tours to coincide with the Olympics.

PG beauty app

It hopes to take advantage of the influx of tourists visiting London this summer and offer something beyond product advice.

The launch is in line with the company’s strategy to exploit digital channels to achieve cost efficiencies in marketing.

The three fashion, beauty and cultural ‘Beauty Spot’ tours include a partnership with the National Portrait Gallery to provide a tour of exhibits inside the gallery giving a potted history of beauty through the ages.

If the virtual tours are a success P&G could develop further city tours, which could include future Olympic host cities as part of its 10-year IOC partnership.

The app will also include beauty tips and video how-to-guides updated monthly from leading experts and its Olay, Pantene, Max Factor and Wella Professional brands.

P&G will later add click to buy functionality so that users can buy P&G branded products directly from retailers through the app.

The free Android and iPhone app, created by Grapple Mobile, launches this later week. It will be promoted through digital channels and around the Olympic park at Wella branded pop-up make-over salons targeting tourists visiting the city for the Games.

Separately, P&G has been named the first headline sponsor of the inaugural standalone men’s fashion week in London.

As a sponsor of the first ‘London Collections: Men’ event, P&G’s men’s grooming brands including Gillette, Braun, Wella Professionals, Head & Shoulders, Oral B and Shockwaves, will provide a pop-up “Groom Room” during the three day fashion event.

P&G brands will also be providing professional services backstage at the show, which runs from 15 to 17 June.

A spokesman for P&G says that the “in depth” partnership reflects that fashion and style is not just about what you wear, but about how men present and look after themselves.

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