OLAY Pro-X reaches out to 'real Canadian women'

28 women, 28 days, satisfaction guaranteed

TORONTO, June 14 /CNW/ - Olay, Canada's number one skin care brand, is reaching out to consumers in a new way. To promote its professional line, Olay Professional Pro-X, a scientifically-advanced line of anti-aging products, the brand has selected 28 'real' Canadian women from across the country to use the Pro-X Starter Protocol for 28 days and then blog about their daily experiences on a new website, www.prox28daychallenge.ca.

The Pro-X 28-Day Challenge creative idea was developed by Saatchi and Saatchi Toronto, while the concept is being brought to life by SMG in partnership with Rogers Media.

The interactive program supports the brand's professional promise of younger-looking skin in 28 days, a pledge that has been in place since P&G Canada launched the Olay Pro-X line in January 2009. To find the 28 testers, Olay Canada partnered with Chatelaine and FLARE who invited readers to complete an application for the chance to participate in the Pro-X program. After reviewing 14,000 applications from women coast to coast, Rogers and Olay chose the 28 testers based on pre-determined criteria which included how often they use skin care products and excluded anyone who has had cosmetic surgery.

Although the testers are encouraged to be candid in their reviews, the Olay Canada brand team wasn't worried: "We wanted Canadian women to share their real-life 28 day experience with Olay Professional because we knew the results would be positive," says Will Chung, skin care category manager, P&G Canada. "We launched the Pro-X boutique in 2009 after extensive clinical testing and clinically proven results using thorough scientific rigour."

The website features transformational profiles on all 28 testers, a map that showcases where they're from, and their daily blog posts. Canadian women are encouraged to visit the site, read and rate the blog posts and share with friends. They can also enter for a chance to win a $1,000 WaySpa.com gift certificate and download a coupon to save $6 on any Olay Professional Pro-X product so they can experience Pro-X for themselves.

The launch of Olay Professional Pro-X marked Olay's first foray into professional-level skin care available at mass outlets. It was specially formulated by an expert team of Olay scientists and skin specialists and is clinically proven to help reduce the subtle signs of aging, especially around the eyes and mouth.

"Because this was such a big launch for Olay, it was important to give consumers the opportunity to experience the products through a starter kit," says Chung. "Our testing gave us confidence they would be pleased with the results and our professional promise gave them confidence to try a new product."

The Olay Professional Starter Protocol contains three products: Olay Professional Pro-X Age Protection Lotion SPF 30; Olay Professional Pro-X Wrinkle Smoothing Cream; and Olay Professional Pro-X Eye Restoration Complex. It is available where Olay products are sold for an MSRP of $82.50. The coupon download and WaySpa contest is available on www.prox28daychallenge.ca from June 1 to June 28.

SOURCE P&G Beauty

For further information: For further information: Martin Waxman, energi PR, 416-425-9143 x11, martin.waxman@energipr.com; Pamela Baillie, P&G Beauty, 416-730-4135, baillie.pe@pg.com

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