P&G combines Olay brand with washing up liquid

By Simon Pitman

- Last updated on GMT

Related tags: Marketing

Procter & Gamble has launched an extensive marketing campaign to promote its Dawn Hand Renewal washing up liquid, which combines Olay skin care.

The company’s Dawn brand has been advertised in the North American market as a leading hand washing up liquid brand for decades now, but the latest addition to the product portfolio combines hand care too.

P&G says the focus for the product’s development has been the fact that the majority of women are concerned that their hands can give away their age.

Product developed around women's concerns over wrinkled hands

Indeed, according to a recent national poll conducted in the US by Harris Interactive, approximately two thirds of women (59 percent) believe that hands are one of the key ‘give away’ signs to a woman’s age.

It is a commonly known fact that the harsher detergents contained in washing up liquid to help budge stains and grease, can likewise have a drying out effect on the hands, leaving them chapped and dehydrated.

Indeed, it is for this reason that alongside the kitchen sink it is a common sight to find washing up liquid sitting next to a jar of moisturizing hand cream.

Combining vitamin E and active ingredients

P&G says that Dawn Hand Renewal can be used in exactly the same way as normal washing up liquid, the difference being that it contains key ingredients used as moisturizers in its Olay skin care product line.

Those ingredients include vitamin E to maximise moisture, while the product is also available in a selection of four individual key active ingredients: pomegranate, aloe vera, lavender and shea butter.

The line is being marketed in major retailers such as Wal-Mart across North America, (Canada and the US) and will retail for approximately $3.

Related topics: Market Trends

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