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Procter & Gamble is hoping to snag female beauty shoppers who are defecting from luxury products to mass-market brands with a new campaign behind Olay Professional Pro-X breaking this week.
Advertising for the new line, which starts at $42 and hopes to lure consumers away from Dr. Nicholas Perricone’s anti-aging creams, among others, touts the fact that it was developed with a “top-tier” team of dermatologists. A new TV spot from Saatchi & Saatchi, New York, features a dermatologist consulting a woman’s skin in what appears to be an impeccably clean lab.
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