Olay Vitamins will launch in the fall via a licensing deal between Olay parent Procter & Gamble and vitamin manufacturer Pharmavite.
Two lines, Beauty Nutrients and Wellness Nutrients, will let women create a personalized supplement regimen for their own beauty and health needs.
“While we already offer some of the very best products available to improve skin from the outside, we became intrigued with the scientific research linking nutritional intake and skin health,” said Olay Marketing Director Bill Brace. “Olay Vitamins close the link between inner beauty and outer beauty for women to look and feel their best.”
The line, expected to launch nationally between August and October, combines Olay’s skincare equity with Pharmavite’s nutritional expertise. P&G’s current agency on Olay, Saatchi & Saatchi, New York City, will handle ad support; no separate promo shop will be used for the launch. Marketing plans are still in development; the licensing contract was signed last week.
Northridge, CA-based Pharmavite markets its flagship Nature Made brand via print ads with some TV and radio support, as well as in-store displays and p.r. Williams Labadie, Chicago, handles ads; CarryOn Communication, Los Angeles, handles p.r.
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