BRANDS MAKE FIRST-TIME OFFERS

Byline: Laura Klepacki

NEW YORK — Two mass beauty companies ventured into new promotional territory last week.
Procter & Gamble dropped a free-standing insert for its Olay Daily Facials and Total Effects moisturizer that offers a money-back guarantee on Total Effects, the brand’s new premium-priced treatment product.
“See results or see a refund,” reads the advertising copy for the anti-aging moisturizer that retails for $18.99 to $19.99. An Olay spokeswoman confirmed it’s the brands first refund offer ever. She said Total Effects is the biggest moisturizer launch in Olay’s history. “They are doing it because they feel so passionately that it is a great, effective product,” she said. Sources have predicted sales of Total Effects could reach $40 million its first year. P&G declined to comment on sales projections.
And L’Oreal joined the likes of prestige brands Estee Lauder and Chanel in the pages of The New York Times on Sunday to promote its Translucide Lasting Luminous Makeup. The advertisement also included a $2 coupon good on any L’Oreal product. Translucide, a foundation containing vitamin C and SPF 18, is said to “enhance skin’s radiance as it diminishes imperfections,” according to marketing materials. It launched in January. A bottle is $12.35.
“We decided to run this ad in the New York Times as well as in 10 additional markets to heighten the news value of Translucide, which is such a newsworthy product,” said Carol Hamilton, senior vice president/general manager of L’Oreal Consumer Products. “We also decided to run it in the front section of the paper versus in the fashion coverage.”

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