P&G Selling Beauty Products In China Via Soap Operas

Soap operas which are basically any type of romantic based drama got their name because their primary sponsors, even during their initial radio days, were soap makes like the famous Procter & Gamble Co. (PG).

Famous long running soap operas include NBC's Days Of Our Lives, As The World Turns, All My Children and The Guiding Light, to name just a few of the many beloved serials.

(Image of Alison Sweeney as Sami Brady - NBC Daytime - Days Of Our Lives - Photo by: Lesley Bohm).

Now that the hottest markets for new beauty and hair consumer expansion are in China, P&G, the big soap giant is going online to the Internet and producing Chinese characters to sell their beauty wares.

Max Factor, a famous beauty brand that P&G is in the process of discontinuing in the United States is playing a key role in the firm's new marketing efforts in China.

According to a recent article by Kate Zhao, Dow Jones Newswire, Beijing Hachette Advertising Company is a new online soap in China produced by P&G's beauty and grooming group.

The new Internet based soap opera features two young professional Chinese woman who of course only use Max Factor beauty products.  P&G is hoping to also promote their world famous Olay as well as Pantene hair care products.

Similar online pushes are being made by other United States corporate sponsors who are even partnering to produce the appropriate venue for promoting hair and related beauty products to Chinese consumers.  The new Sufei's Diary is a Chinese Internet show designed to promote Estee Lauder's Clinique brands as well as promoting Sony Vaio laptops.

P&G like Estee Lauder is simply trying to take advantage of the emergence of "new media".  P&G is currently focusing on Beijing and Shanghai.

Milton Kotler, president of Kotler Marketing Group Inc., a marketing consultancy based in southern China's Shenzhen, says the continued success of the new Internet soap opera show from P&G will depend "on how creative they are," adding that embedded commercials, if overused, could backfire and annoy the audience.

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