Rejoice o citizens of the world. The brilliant, caring folks at P&G have figured out how to make even the cutest Asian teenager look like Michael Jackson. Read on and rejoice.
P&G Thailand taps Saatchi to launch skin whitening line
BANGKOK - Procter & Gamble Co. has awarded the bulk of its $5.1 million advertising business for its new skin whitening line, Olay White Radiance, to Saatchi & Saatchi. Leo Burnett Co. will be organizing all promotional events, and Bangkok PR handles all matters concerning public relations.
The promotional budget is the biggest ever allocated for a new brand product launch in P&G's 40-year history in Thailand and the household giant expect high sales to justify the record spend.
"Whitening lotions are a segment of the facial skin care market with one of the best sales projections and we expect to register 20% growth in this segment this year," says Wichai Pornpratang, P&G brand manager.
The whitening lotion segment currently already accounts for 60% of Thailand's annual $100 million facial skin care market, he adds.
Some Thais assess fair skin complexion as the epitome of beauty and a feature associated with the upper classes of society and thus go to great lengths and financial expenditure to purchase products that promise to achieve lighter skin.
-- Thomas Schmid