The Spa Indulgences launch is being accompanied by a comprehensive marketing campaign, including TV, magazine advertorials and in-store maximisation. In addition, P&G allied with the Elite Model Look Singapore as beauty partner, with Herbal Essences as presenting sponsor, supported by Olay for skin, Whisper for 'confidence in catwalk' and Wella High Hair for styling.
The advertorials, running in Singapore Women's Weekly and Her World, take a considerably more provocative stance than the advertising communications -- aligning the new product with better flirting moves and increased sensuality. "What we've done is marry it with what the magazines stand for," explained P&G Singapore marketing manager Jopa Malantic. "It's all about relating to their readers, and was done by the creative teams at the publications."
The Leo Burnett-created TVC is rife with red and pink flower petals, demonstrating a woman in a spa, and also communicating the other core benefit: 'hair that flows back beautifully into place'.
"Last January, we had a very successful tie-up with Aspara spa for the whole range of Herbal Essences," added Malantic. "So the consumer insight is all about pampering in your own home."
Herbal Essences in spa angle
Procter & Gamble has unveiled its new Herbal Essences variant in the city, promising consumers a 'spa experience'.
