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subscribe to beauty blog via RSSP&G Brings Daytime Drama To China
July 1, 2009 12:15 pm
I’m not gonna lie, I’ve watched some Days of Our Lives in my day, predominantly in my school years, when I could capitalize on daytime television if and when I stayed home sick. I must’ve been too wrapped up in the Marlena/possession plotline to realize the subtle product placement at play, but apparently Procter & Gamble has been using the genre to reach women consumers in the U.S. for years. As evidenced by its decision to close down all American-based Max Factor operations, however, it seems to be setting its sights on new markets—and new media. According to an article from the Dow Jones Newswire, the company has apparently commissioned an online soap opera in China, with Max Factor products playing a starring role. The soap tells the story of two young professional women—one is a fashion editor and the other is a makeup artist—who use only P&G beauty products (commercials for Head & Shoulders and Pantene are interwoven throughout the show). Viewers can even argue with each other about love and life through an online forum, send text messages to guess the next episode’s content to win free gifts, or directly buy P&G products online. After some success, the show’s second season is being planned as a more open-ended model that will allow audiences to change the plots of each episode. The Internet: What can’t it do?
tags: Hair, Head & Shoulders, Makeup, Max Factor, Pantene, Procter & Gamble, Skincare
