Assignment: Win with shoppers by positioning P&G beauty brands as leaders in innovation and expertise.

Solution: Developed a cross-market program called “The Best in Beauty” in which we partnered with Allure— the premier beauty authority— to objectively earn credibility and influence on behalf of the P&G beauty brands. The result was a perfect communication from screen to shelf. Program was featured on the E! network, in print across Conde Nast publications, and throughout all in and out-of-store touchpoints. The program received best-in-class recognition as an Effie winner in 2012.
Photographer credit: Shu Akashi