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The Book of Revelations

Procter & Gamble

Issue 1 | July 2008

Background

In the Philippines, awareness for P&G products are mainly confined to bath and laundry soaps. Yet in other parts of the world, P&G is also known as the distributor of top-of-the-line beauty products such as S2K make-up, Olay, and Lacoste and Boss fragrances, among others. This arm of P&G is known as P&G Beauty. P&G wanted to familiarise the Philippine market with P&G Beauty products by tapping influencers such as beauty and fashion experts. Arc Worldwide were briefed with inviting beauty and fashion experts to join a programme called the P&G Beauty Exchange where these experts could learn more about the products and thereby eventually endorse them.

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