Tag: P&G

Singapore – Skincare brand Olay has partnered with Publicis Groupe One Singapore for the launch of its newest campaign that targets the gender disparity in India’s STEM field. 

The campaign is part of the latest instalment of its #STEMTheGap initiative and aims to shed light on the glaring absence of female mentors and role models in India’s STEM workforce.

As part of the campaign, Olay India collaborated with filmmaker Anand Gandhi to launch a digital film that delves into India’s rich history of remarkable women in STEM. The digital film will pay homage to and showcase the inspiring stories of luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, and Kalpana Chawla, among others.

The film will highlight the urgent need for more female role models in STEM today and will also shed light on the societal biases deterring young girls from pursuing STEM careers by emphasising the crucial role of female mentors in the field.

Aside from the digital film, Olay also launched the beta version of a web-based virtual chat mentor that will offer guidance and information to aspiring young girls seeking to enter the world of STEM.

The virtual chat mentor, a supplement to Olay’s mentorship programme,will provide the user with knowledge, resources, and encouragement on their journeys. It was created with the help of successful women in different STEM fields in India, such as Shannon Olsson, founder and global director at Echo Network; Swarna Manjari, communication designer; Dr. Vandana Prasad, community paediatrician and public health professional; and Tarunima Prabhakar, tech and policy research at Tattle Civic Tech and Carnegie India, to name a few.

Olay’s campaign is crafted based on the results of their commissioned survey, which found a huge gap between female STEM graduates and those who actually made it into the workforce in India. A staggering number of its respondents also mentioned the need for female role models in STEM as a way to influence them to pursue their careers.

To encourage future women in STEM, Olay also continues to partner with LEAD, a school EdTech provider in India, to sponsor STEM scholarships for 250+ underprivileged girls. These scholarships aim to empower girls across India by providing them with financial support for STEM education and career development.

Priyali Kamath, senior vice president of skin and personal care at Procter & Gamble (P&G) Asia Pacific, Middle East, and Africa, explained, “For decades, Procter & Gamble’s legacy skincare brand Olay has maintained a deep understanding of women’s changing needs through science. At Olay, we understand the critical importance of female role models in the STEM field, and our commitment to bridging the gender gap is unparalleled. This year’s theme, centred on the significance of role models and the introduction of mentorship initiatives, highlights our commitment to ensuring every young girl knows that she can be the next leader in her field.”

She added, “Through initiatives like #STEMTheGap and our commitment to gender equality, we are working hard to double the number of women in STEM by 2030 and create a more inclusive and equitable future. We’re proud to recognise and support the next generation of women in STEM who will one day be making history in their respective fields and become role models for young girls in the future.”

Ajay Vikram, chief creative officer for Southeast Asia at Publicis Groupe, also commented, “There are many accomplished women leaders in STEM in India today. Yet, a ‘lack of mentors’ is often cited as a big reason why so few women make a career in STEM. This got us thinking. How do we not just celebrate the achievements of women in STEM but actually be useful—to be there at the very moment when needed, a friend and guide to any girl or woman looking for answers as they stand at the crossroads of choosing their path forward. Technology came in handy as a way to help, but  we can’t wait to see how much more Ai-shu can do to help women find their way to a future of their choosing.”

Hong Kong – In line with World Conservation Day, health and beauty brand Watsons announced its partnership with Kenvue, L’Oréal, and P&G to work towards a more sustainable future.

This collaboration between Watsons, Kenvue, L’Oréal, and P&G does not only consist of providing sustainable products, but also ranges towards teaming up to run a wide range of sustainability efforts and projects to engage with customers by helping the environment.

In Watsons Taiwan, Kenvue’s Green Smiles campaign will plant one tree for every customer who purchases a ‘sustainable choices’ product, while Watsons Indonesia’s customers will help save a sea turtle instead. Meanwhile in Thailand, customers will be able to learn sustainability tips through gamification and join beach clean-up activity with KOLs.

Thibaut Mongon, CEO of Kenvue, said, “At Kenvue, our commitment to everyday care includes our planet. We are excited to launch our jointly created campaign, Green Smiles, and to continue our long-standing collaboration with A.S. Watson.”

In Hong Kong, Watsons and P&G will maintain their Plastic Reborn programme to encourage customers to recycle plastic containers,reprocessing the plastic bottles collected through the programme and transform them into 3D printing materials suitable for STEM education in primary and secondary schools.

James Lin, president of Procter & Gamble Hong Kong & Taiwan, commented, “Stepping into the 3rd year of the programme, we pilot to repurpose the recycled plastic for school STEM education to immerse the young generation to dial up sustainability awareness and inspirations on plastic waste solutions.”

Meanwhile, in Hong Kong, Taiwan, Philippines, Thailand and Indonesia, Watsons would strengthen its relationship with L’Oréal via its Beauty for Future recycling campaign wherein customers can recycle an array of beauty containers, ranging from foundation bottles, skincare tubs, to lipstick tubes, at Watsons stores.

Jean-Marc Cazenave, global sustainability director of L’Oréal, mentioned, “Thanks to our regional partnership with Watsons, we engage consumers via on-going recycling campaigns to further develop the collection of empty packaging in-store to build a more sustainable beauty”.

Speaking on the collaborations, Malina Ngai, CEO of A.S. Watson, commented, “At Watsons, sustainability is at the heart of our business, and we recognise the importance of prioritising it. As the leading industry player, we take our responsibility to lead by example, encouraging our supplier partners to join us in our journey to build a better world. We believe that only by working together, we can create a bigger positive impact on our planet. Our partnership with Kenvue, L’Oréal, and P&G is a significant step towards achieving our shared sustainability goals.”

Mumbai, India – Since 2015, detergent brand Ariel in India has been sparking meaningful conversations to drive equality in the division of household chores through its campaign, ‘Share The Load’. 

Up until today, managing the family’s household is still a responsibility seen to be exclusive for the women of the house – the wives and the mothers – and Ariel, the brand, is determined to continue with strides that would shatter this uncompromising stereotype. 

In the latest instalment of ‘Share The Load’, we see a sentimental film about a senior married couple whose relationship is hitting the rocks. The interesting feature of the latest narrative is that the ‘problem’ is unbeknownst to the couple themselves. 

Whilst in the car, the senior couple’s daughter asks the father what is wrong between him and the mother, and the other half of the couple is obviously stumped. Through their conversation, the daughter bravely comes clean and emphasises to the father that the ‘Silent separation’ may very well be because the mother has been continuously ‘giving her all’. The mother who has been owning all the responsibilities in managing the household and taking care of the daily chores may have had her zest – and most importantly, her trust – dampened.

The latest ad in the campaign is a diversion from last year’s narrative where the length of the feature is a straightforward conversation perpetuated by the wife to ask that things be changed and that the relationship be more of a teamwork. 

Sharat Verma, CMO of P&G India and VP of Fabric Care in the company, shared that this year’s communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships. 

“Over time the unequal distribution of household chores can lead to one partner giving up and create a distance in the relationship. But on the other hand, we know that the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued,” said Verma.

The brand’s creative partner for the campaign, BBDO India, also shared its insights on the latest ad. 

Josy Paul, chairman & chief creative officer, said that this year’s edition is an eye-opener for married couples and for the younger generation. The narrative has been based on something they have been noticing in society – a growing section of men who are discovering that they have lost out on their relationship but don’t know why. 

“It is a hidden truth that no one is talking about. The truth that there is an emotional distance between couples because of the unequal distribution of household work. As we see in the film ‘the woman keeps on giving and giving… till she finally gives up’. ‘See the signs #ShareTheLoad’ is a resolution, a step towards realizing that to share life together, we need to share the load,” said Paul.

Each year, within the ‘Share The Load’ campaign, Ariel engages audiences with a thinker – a profound question or message – that aims to leave a lasting impression so they could further reflect on the movement for gender equality. 

For the first edition in 2015, it asked, ‘Is laundry only a woman’s job?’. Other past instalments such as in 2019 saw the campaign asking, ‘Are we teaching our sons what we are teaching our daughters?’, whilst just last year, in 2022, it communicated the message ‘When we see equal, we share equal.” 

This year, the ad chronicling an elderly couple’s plight, wants audiences to ponder, ‘Are you growing together or apart?’ 

As of this writing, Ariel’s latest ad ‘See the signs’ has already garnered a total of 3 million views within only 18 hours of its launch.

Manila, Philippines – Procter & Gamble (P&G) has partnered with Southeast Asia’s e-commerce platform Lazada to launch a new campaign for women titled ‘#RealDeal’, with the aim to raise awareness around Imposter Syndrome – a psychological phenomenon in which a person feels inadequate and incompetent despite her evident success and capabilities.

According to a study by the US National Library of Medicine, about 82% of the general population experience imposter syndrome in different periods of their lives, while the statistics from the 2019 Imposter Syndrome Study, also shared that 1 out of 2 women experiences Imposter Syndrome on a daily or regular basis, attesting to the fact that women often doubt their own abilities through feelings of fraud and belittlement of their own experiences and expertise.

The ‘#RealDeal’ campaign aims to shed light on this psychological experience through a short film, telling the real-life story of Singaporean entrepreneur, Yeo Wan Qing, who overcame Imposter syndrome by being open to those around her about the struggles she was facing.

The campaign will run on Lazada in May and June across five Southeast Asian markets including the Philippines, Thailand, and Singapore, as well as Indonesia, and Vietnam, with a wide range of exclusive offers on P&G products such as Olay, Pantene, and Oral-B.

“Imposter Syndrome should be taken seriously. Women who experience Imposter Syndrome need to come to the realization that people value their expertise, and they can focus on growing through the process. Additionally, they can speak to someone they trust to help them realize that their fears are unfounded,” said Dr. Lim Boon Leng, the psychiatrist from Dr. BL Lim Centre for Psychological Wellness.

Meanwhile, Alexandra Vogler, the senior director of e-commerce at P&G Asia Pacific, Middle East, and Africa, shared, “P&G is deeply committed to equality and inclusion. Through this campaign, we want to bring to light the inner struggles that go unnoticed among women experiencing Imposter Syndrome. Through this short film, we hope to inspire people to start conversations about Imposter Syndrome, and support one another in overcoming it.”

Manila, Philippines – To celebrate this year’s International Women’s Day, Procter & Gamble (P&G) has partnered with Southeast Asia’s (SEA) e-commerce platform Shopee to launch its latest campaign, #ChallengeTheChores.

The campaign aims to challenge gender stereotypes by promoting a sense of joint responsibility within the household and encouraging family members to team up and share the responsibility of doing household chores as the brunt of the work has fallen on women during the pandemic, with several extra responsibilities and commitments added to their already busy lives.

To further explain the significance of addressing this call for shared responsibility, a feature on how household chores can be equally divided and tackled together will also be released.

The campaign will be launched progressively across five SEA markets, including Singapore, Malaysia, Indonesia, Philippines, and Vietnam, featuring a series of challenges that aim to motivate families to take on household chores together, such as doing the laundry and attending to a child’s needs.

During the campaign period, shoppers in each market can also look forward to live streams featuring key opinion leaders. The campaign also includes exclusive in-app activities to acquire special deals and win prizes, as well as the classic Shopee Catch game to collect many P&G products giveaway or vouchers.

According to Shopee, women are the most active shoppers on the platform in product categories such as household and other fast-moving consumer goods. As e-commerce becomes more prevalent, Shopee looks to leverage its platform to encourage conversations through interactive campaigns for its consumers.

Alexandra Vogler, senior director of P&G e-commerce for Asia Pacific, Middle East, and Africa, commented, “P&G is deeply committed to equality and inclusion. Through this campaign, we want to raise awareness of the imbalanced distribution of chores. Through an entertaining short film and an interactive, gamified experience, we hope to inspire people to #ChallengeTheChores and drive greater equality within households.”

Meanwhile, Martin Yu, director of Shopee Philippines, said that they are proud to partner with P&G on this meaningful initiative, saying that besides encouraging families to take on equal responsibilities of household chores, they also seek to provide our users with a wide assortment of products to make everyday household chores convenient and manageable. 

“We look forward to launching more of such engaging campaigns with P&G that would enrich the shopping experience for our users,” said Yu.

Singapore – P&G-owned skincare brand Olay has launched a brand new campaign – Adult Fearlessly – and it has partnered with Shopee to exclusively run it on its platform ahead of Olay’s special sale event Brand Day. The event will be held on October 14 to 16.

The campaign seeks to reach and engage with millennial women around Southeast Asia to bring a message of empowerment that they can #adultfearlessly, and overcome the perceived challenges of “adulting,” such as that with investing in their skincare needs.

Together with Shopee, Olay has conceptualized and co-created content such as a video called “Fearless with your choices,” which aims to shift the mindsets of millennials as they confront their fears of turning 30. It is also said to highlight the positive aspects of the journey leading up to such age.

The campaign will be rolled out in phases across six markets including Singapore, Indonesia, Philippines, Thailand, and Vietnam. 

Lucy Moran, Senior eCommerce Director of Olay for APAC shared that the brand wants to focus on how consumers are integrating their lifestyle with their skin needs.

“As one of the top facial skincare brands in the world, we are continually innovating and advancing the way we connect with our consumers. With e-commerce driving a major shift from offline to online sales, there is potential to achieve further growth in this segment,” said Moran.

“Riding on this momentum to broaden our reach in Southeast Asia, we are partnering with Shopee once again to bring more engaging and convenient experiences online, where consumers are able to access Olay products– all at the click of a button,” she added.

Meanwhile, Shopee’s Regional Managing Director Ian Ho said that the Health & Beauty category is one of the top-performing on the platform as the new normal has driven even more consumers to browse and buy skin care products online.

“We are proud to be able to support Olay in their e-commerce growth through this campaign. Our shared consumer insights and widening base of millennial users have enabled a hyperlocal strategy for Olay to deliver the best online shopping experience. We are confident in supporting Olay to achieve another successful campaign with us,” said Ho.

This will be the second collaboration between the two brands. In April, Olay’s regional campaign for its Retinol 24 product line was also run by the partnership with Shopee.

Kuala Lumpur, Malaysia  — Shopee and Procter & Gamble achieved strong performance for their first-ever experiential online initiative, Show Me My Home. The initiative recorded more than 15x increase in orders at peak day, and it is a key activation under the recently signed regional Joint Business Plan (JBP) between Shopee and P&G. The JBP marks a joint commitment between Shopee and P&G to improve the online shopping experience for users across the region, and to provide convenient and easy access to quality FMCG products on Shopee.  

Chris Feng (pictured right), CEO at Shopee, said, 

“As we transit into the new normal, e-commerce has taken on greater importance in people’s lives.” 

“Consumers are increasingly going online to fulfil their everyday needs, and it is important for businesses to remain agile and adapt quickly. The success of P&G’s online debut of the Show Me My Home initiative on Shopee is proof of that. By merging P&G’s portfolio of leading FMCG brands and retail expertise with Shopee’s wealth of insights on online shoppers’ behaviour and preferences, it allowed us to deliver a novel, experiential online home shopping experience for consumers across the region. This success has inspired us to continue innovating to provide the best for our users, and we are excited to work closely with P&G going forward, he added”

Shoppers enjoyed greater convenience with Show Me My Home

The Show Me My Home initiative was initially an offline concept which was well-received among both consumers and retailers. With a shared vision to serve the region’s increasingly savvy digital consumers at scale, P&G leveraged Shopee’s technology expertise and insights on online shoppers to optimize and scale the experience online. The Show Me My Home initiative offered greater convenience as shoppers could easily find what they needed as the microsite simulated the household environment. This novel way of shopping online successfully captured shoppers’ attention with an overall increase in traffic for P&G.  

Fostering meaningful connections with Shopee’s in-app engagement features 

As people spend more time online, brands are also increasingly finding new ways to interact and engage with their consumers. As part of the Show Me My Home initiative, P&G leveraged Shopee’s engagement features to foster deeper and meaningful connections with their consumers.

  • Shopee Live: P&G tapped on Shopee Live to engage consumers with a special series of live streams featuring popular local celebrities. The biggest stars, including Yuna, Iman Azman and Preston Kaw shared with fans and Shopee users their favourite P&G products, as well as provided tips on how to use them.
  • Shopee Throw: Users visited Shopee daily to play Shopee Throw, an in-app game where users can win exclusive P&G vouchers and prizes by throwing arrows onto a target on the Shopee app. The game was played over 600,000 times in 5 days, offering added entertainment and value to consumers while they shopped for their favourite P&G brands.      

Show Me My Home marks the first of many initiatives under the recent regional JBP between Shopee and P&G. The JBP aims to better serve and capture the hearts of online shoppers in the region by providing a seamless access to P&G’s wide range of leading brands and products. This agreement will see P&G broadening its multi-brand portfolio offerings on Shopee and tapping on Shopee’s big data analytics capability to provide a personalised customer journey via precise marketing. 

“At P&G, we are continually trying new ways to personalize and engage our consumers, be it offline or online. The encouraging results we have achieved from this campaign proves the partnership with Shopee to be very successful as we managed to engage more meaningfully with our consumers on digital platforms. We look forward to evolving with the customer as we work closely with Shopee to execute future innovations online, serving more regions and value-adding to digital transactions,” said Shankar Viswanathan (pictured left), Vice President, E-Commerce, Asia Pacific, Middle East and Africa.