P&G Beauty Science
Proctor & Gamble's Beauty Science division conducts research on skin, color, and hair that ties into their beauty products such as Olay and Pantene. As P&G Beauty Science's brand was being developed by a dedicated branding firm, they were learning that their "beauty science" was not taken seriously by the scientific community and wanted to change that perception. P&G looked to Spectrum Science Communications to lead the public relations effort to change this perception with science reporters and the research community internationally. Jessica Ferko led the strategy, art direction, and implementation of the public relations concept across all new media and traditional media pieces of the campaign.
The campaign began with a complete overhaul of the www.pgbeautyscience.com website, including a complete visual identity redesign and audience-targeted content enhancement of the 500+ page high-science Web site. It was designed and written to be seen as an ever-developing technical site appealing to the research community and the media that reports on new findings. The site includes a secure media portal, topic-segmented RSS feeds, a beauty science Google Widget and administrative training to maintain the site through the ModX Content Management System. The reach of the site was expanded through new Wikipedia listings and various promotional efforts over a year.
Prior to the copywriting phase, a keyword analysis and search engine optimization (SEO) tactics were made to improve the site's search engine placement. Conversion funnels and targeted goals were established that were assessed monthly and analyzed for continuing improvement.
Beginning with the World Conference of Dermatology, P&G experts were put forward to establish P&G as a true scientific leader. We developed and administered Dr. Gray's event blog where he discussed session planning leading up to the event, what occurred during the WCD and followed up with commentary afterward. The blog was set up so that a similar process would be followed for each event he attended in the future, or other P&G experts. Along with the blog, we created HTML emails and save-the-date postcards to market the event to P&G's maillist, along with a series of trade journal advertisements.
While the website and WCD pieces were underway, she also let the redesign, design production, and fulfillment of a variety of publications. This included the Semi-yearly Research Updates detailing scientific advances in P&G laboratories and their monthly scientific newsletter, Breakthroughs. The Hair Color and Fine Lines, Wrinkles and Texture booklets are 4/4 24-page spreads with custom results charts and scientific illustrations. The back cover encloses a CD-ROM containing high resolution images for researcher and reporter use.
Spectrum Science continues to maintain these campaign pieces for P&G today using the established protocols, measurement reports, design standards, and training that was established during the campaign's launch.
