Procter & Gamble?s CoverGirl cosmetics brand is promoting its new LashBlast mascara via a mobile advertising campaign that is running on female-targeted WAP sites.

Banners are running on sites that comprise the Quattro Wireless mobile ad network. The ads encourage consumers to click to find out how to get ?bold, notice-me looks.? BrandInHand is P&G?s agency of record and declined to comment for this story.

"It is a no brainer that young women live and breathe on their mobile phone," said Steven Rosenblatt, vice president of ad sales for Quattro Wireless, Waltham, MA. "Cover Girl has been an industry leading brand in mobile for years now and their agency BrandInHand absolutely understands how to develop successful mobile campaigns.

"This is a great opportunity to connect with women and to also create a one-on-one dialogue with them through the text club," he said.

Quattro Wireless is a mobile ad network. Advertisers that have run ads within the Quattro ad network include Axe, Gillette, CoverGirl, CBS News, Lionsgate Films, NBA Choice Hotels, the University of Phoenix, Thumbplay, Neo Networks and BuzzWire, to name a few.

P&G is a Fortune 500 company headquartered in Cincinnati. It manufactures a wide range of consumer goods. Brands include CoverGirl, Pantene, Puffs, Secret, Always and Crest.

CoverGirl LashBlast Volume Blasting Mascara is known for its big brush, which touches each and every lash, for volumized lashes at their boldest.

Consumers that click on the banners are routed to a landing page, which is available in both English and Spanish. The landing page is a micro site created especially for LashBlast products.

The landing page gives users more information on the new LashBlast mascara and also links to CoverGirl?s Color Match line of products.

Site visitors can browse CoverGirl products, watch videos or get tips from the experts.

Consumers can get tips from pros on how to apply shadows, liners and mascaras, as well as tips on how to get the perfect brows.

Additionally, experts weigh in on foundations, concealers, powders, blushes and bronzers.

There is a section that helps women with proper lip care for long-lasting lip color.

The video section of the site lets visitors watch My Life as a CoverGirl, a video with McKey Sullivan, winner of America?s Next Top Model cycle 13.

Site visitors can also watch CoverGirl makeup artist Molley Stern in action.

The Color Match section of the micro site helps visitors figure out which shades flatter them best.

"Mobile is the ultimate one-to-one marketing vehicle," Mr. Rosenblatt said. "If a consumer opts-in and says that they want to receive information from your brand on their mobile device, these are definitely your most loyal and engaged customers.

"Marketers have to be thinking about using mobile advertising to help build their consumer database because more and more consumers are using their mobile as their primary text communication device, whether via email or SMS," he said.

Site visitors can click to join the CoverGirl Text Club, which lets consumers opt-in for marketing messages from CoverGirl. Participants get deals, tips and freebies via two or three messages per month.

LashBlast is being promoted to CoverGirl VIP Text Club members. Consumers get SMS messages that include links to the LashBlast micro site at http://covergirl.com/lashblast.

Consumers that sign up for the CoverGirl Text Club get coupons sent to their phone as well.

For example, one of the text-message promotions is a coupon that lets participants save $1 on any CoverGirl product and another gives any CoverGirl face product free to consumers that buy a foundation.

This isn?t CoverGirl?s first mobile advertising effort. In March, CoverGirl ran banner ads on the Elle Girl mobile site promoting its Blast Luxe product.

Quattro handled the ad sales and serving for that campaign as well (see story).

Last year, Mr. Rosenblatt went as far as to say that one of the savviest marketers in mobile is P&G (see story).

?It really understands how to create the right experience for its brands and has used a mix of utility, content partners, and direct call to actions to drive great experiences for CoverGirl, Herbal Essences and Always,? Mr. Rosenblatt said in that story.

According to comScore, P&G ran a total of 400 different ad campaigns in mobile browsing environments in the month of July. Apparently, 13 were for CoverGirl, 10 were for Crest, eight were for Fusion razers and 369 were for Pantene.

"P&G has spent so much time in mobile [due to] a combination of things, including P&G?s history of being an innovative marketer (they invented the soap opera), and their taking a long-term view of mobile as being a channel where they can not only reach their audiences via media, but engage them in a host of buying and CRM activities which is what I believe they are most interested in," said Evan Neufeld, vice president and senior analyst of mobile at comScore, New York.

P&G's Gillette razor and blade brand shaved away traditional marketing by using the iPhone as a means of communicating with its audience of male consumers (see story).

Gillette launched "uArt," an iPhone application that lets consumers use the Gillette Fusion razor to shave and create any facial hairstyle they like. Consumers just upload their picture, choose a facial hair texture, length and color, and then start shaving.

Also, P&G 's Charmin, the nation's No. 1 toilet paper brand, debuted its first mobile advertising sponsorship, working with global bathroom directory SitOrSquat Inc. on its Web site and mobile applications.

The consumer packaged goods giant sponsored SitOrSquat's site and iPhone application to help consumers on the go find the cleanest public toilets worldwide (see story).

P&G?s Herbal Essences brand launched an integrated multimedia campaign that used the Web, social networking and mobile messaging to provide users with a "Fantasy Hair" experience.

The new campaign targeting Canadian women was featured at http://fantasyhair.ca and spotlighted five virtual destinations, each inspired by different Herbal Essences hair care lines (see story).

"We are seeing the floodgates begin to open," Mr. Rosenblatt said. "Marketers are realizing that mobile is a unique and untapped vehicle to shape consumer mindsets and really influence purchase behavior and brand favorability.

"We are working with some of the world?s largest brand and direct marketers right now and are seeing new advertisers come into this space every week," he said. "The encouraging part is we are seeing budgets grow two-to-three times with each new campaign from an advertiser, because they are getting such high-impact and results.

"Any marketer that is in planning for 2010 that is not thinking about using the mobile channel to reach consumers is truly ceding their market to their competitors who are."