The spa and salon that P&G has set up in the Olympic village is showing up all over social media and getting covered on popular consumer sites internationally like Us Weekly and stuff.co.nz.
P&G set up a similar facility as part of its sponsorship of the 2012 games in London and is repeating the success this year. The pop-up spa is a place for athletes and their families to take a break from the competition and refresh with familiar US beauty brands.
“It’s a change of pace from their rigorous training and competition schedule madness,” Gabriel Samra, a P&G celebrity stylist tells Rachel Torgerson of Us Weekly. “The salon offers a relaxed environment where our goal is to pamper them while providing a miniescape from the pressures of competing.”
Available treatments feature brands like Cover Girl, Pantene, Gillette, and Head & Shoulders, and run the gamut from manicures and pedicures to shaves and hair styling.
In advance of this year’s Olympic games in Rio, P&G launched its “Thank you, mom” ad campaign. The notion here is that every athlete has a support system and for many their family is a part of that system.
“This campaign began with the insight that behind every athlete is an amazing mum,” Marc Pritchard, P&G’s global brand officer, told the press when the campaign went live 100 days before the Olympics began. “Being the Proud Sponsor of Moms is the natural way for us to look at the Games, because P&G brands are part of the journey that mums of Olympians, and all mums, take with their kids every day,” he said.
“We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to mums for the role they play in raising strong children,” adds Pritchard.
Beyond this, 18 P&G brands are running focused ad campaigns as part of the personal care company’s Olympic sponsorship.