Walmart, Pantene Go to 'Beautiful Lengths'

Procter & Gamble's Pantene joined with Walmart to get an early jump on October's annual wave of “Breast Cancer Awareness Month” marketing by expanding their overlay to the brand's longstanding cause campaign.The partners first leveraged Pantene’s “Beautiful Lengths” program — which turns donated hair into free wigs for women with cancer — last October by offering $10 off a haircut at Regis Corp.’s SmartStyle in-store salons to shoppers who made donations and bought a Pantene product. (See “Walmart Follows …” in Related Articles.)Now running through September and October, this year's effort doubles the promotional period, triples the incentive and extends the offer beyond SmartStyle salons. Instead of a $10 haircut discount, consumers earn a Visa gift card worth up to $30 for submitting an eight-inch ponytail and receipts for a salon visit and a qualifying Walmart purchase.Participants first visit gotobeautifullengths.com to request a donation kit that comprises a return envelope with prepaid postage, ponytail cutting instructions, the rebate form, a Ziploc bag for the hair, and an “I Went To Beautiful Lengths” reusable shopping bag. An interactive map on the custom website counts registrants (80 in the first three days) and presents their motivation for participating. The site also links to a Pantene e-commerce page on walmart.com.Walmart and P&G promoted the effort in a stand-alone newspaper insert that dropped on Sept. 1, the same day as the manufacturer’s latest brandSaver FSI event. (See "P&G brandSaver ...") One side of the two-page insert was devoted to Pantene SKUs while the other showcased:Olay moisturizing bars packaged with a bonus bath pouf and sample of the brand’s body wash.Olay body wash packaged with a sample of Secret Clinical Strength deodorant.Secret Clinical Strength deodorant, touted as a “Proud sponsor of Oprah’s Lifeclass,” a series on OWN (the Oprah Winfrey Network).CoverGirl Outlast foundation and Olay Fresh Effects facial care products, the latter boasting of its favorable customer reviews on walmart.com.Pantene also gave Walmart an “Available at” mention in some of the print ads the brand has been running to support the national effort in publications such as Hearst Communication’s Seventeen.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Lume's Mando Line Launches Exclusively at Target

Native Brings Girl Scout Cookies Scents to Target