Procter & Gamble Co. approaches its $19.5 billion beauty business through the eyes of the female shopper—rather than category by category—all under the stewardship of Gina Drosos, group president, global P&G Beauty. The approach may explain why its beauty business has been on a tear. In the last year alone, the company has recruited talented starlets to trumpet its brands—including Carrie Underwood for Olay and Taylor Swift for Cover Girl—and honed its approach in the digital space, all while keeping traditional marketing messages colorful, pulsing and difﬁcult to miss. In September, P&G’s largest beauty brand, Olay, which reaches 60 million women worldwide, signed country music star Underwood with the aim of winning women under the age of 35, who may have previously dismissed the brand solely as an antiaging range. Its sister brand Cover Girl is having fun with its Take Beautiful Back campaign, which declares, “We believe that affordable makeup that performs is every woman’s right.” At press time, 8,006 had joined “the movement” on covergirl.com. Says NPD’s Karen Grant, “They are speaking as the leader of the industry….They are not playing second ﬁddle to prestige in their positioning.” —Molly Prior
Claudia Poccia, global president, Mark, Avon Products Inc.
When Claudia Poccia was tapped to run Mark ﬁ ve years ago, the then-two-year-old teenage-tailored brand lived in the shadow of its big sister, Avon. Driven by the directive to reinvent direct selling for the next generation, Poccia has expertly guided Mark through its initial growing pains to the point where it is now even inﬂuencing the business practices of Avon, particularly when it comes to engaging representatives and customers in the digital space. This year, Mark truly hit its stride. It sparked envy among competitors by ﬁguring out how to turn Facebook into a selling tool. The ﬂirty beauty brand launched a Facebook widget that allows representatives to put together customized offers of products and push them out to friends through their news feeds. Facebook members can browse the selection—and buy—without leaving the social-networking site. The effort also takes much of the effort out of the selling process for Mark’s legion of 50,000 representatives. Said Poccia, “Mark is taking direct selling from door-to-door to [Facebook’s] wall-to-wall.” Poccia also put a fresh face on Mark by recruiting Twilight starlet Ashley Greene as the brand ambassador, then launched a pop-up shop on Facebook stocked with a selection of Greene’s favorite fashion and beauty items. —M.P.
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