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Procter & Gamble targets on-the-go women with beauty app

Procter & Gamble has rolled out a beauty application to help consumers find answers to their hair, skin and beauty problems while on the go.

The app, which is developed by digital agency Densebrain Inc., uses Procter & Gamble?s beauty and grooming brands, Clairol, Covergirl, Olay and Pantene to engage with consumers. The app is free and available in Apple's App Store and Google's Android Market.

?Women continue to tell us they need guidance to decide what beauty products to use and how to use them to get the look they want,? said Kevin Hochman, marketing director for Olay, Secret and Venus for Procter & Gamble, Cincinnati.

The My Beauty Adviser app comes after Procter & Gamble?s recent partnership with General Motors, Visa and JP Morgan Chase & Co. on Amazon?s Special Offers Kindle (see story).

Densebrain Inc. is a digital agency that develops mobile platforms.

Picked products
With the app, users can learn about Procter & Gamble's beauty products, complete a consultation or flip through a sponsored digital magazine.

When searching for beauty products, the app lets users browse by product line, name or beauty category.

Icons indicate if products have been purchased, recommended or bookmarked.

Users are also able to save, review and share products via social media.

Additionally, the app includes a barcode scanner to help shoppers make buying decisions in retail aisles.

Users can also access a monthly digital magazine from the app, including beauty articles and video tutorials.

The app lets users take a 14-question consultation that asks questions about their skin, beauty and skin habits.

After completing the questions, users are given a targeted list of Procter & Gamble products that meet their needs.

Mobile mirror
Procter & Gamble is not the only beauty brand beefing up their mobile strategy.

Mass market beauty care brand Garnier has also entered the mobile scene with a platform via mobile Web sites, targeted ads and personalized content to further engage with their consumers.

Similarly, Maybelline promoted its Color Sensational Lipstick via an iAd campaign earlier this year.

Online retailer Soap.com ran banner ads on Pandora in March to bring in new customers by offering promotions via Pandora?s mobile app.

The increase in mobile marketing with consumer beauty brands shows that the industry is reaching out to consumers to meet demands for convenience, whether it is through exclusive content with an app or via promotions.

For Procter & Gamble, the goal is to simplify the number of choices consumers have when buying beauty products.

?The My Beauty Advisor app is just one way Procter & Gamble beauty is accomplishing this goal,? Mr. Hochman said.

Final Take

Lauren Johnson is editorial assistant at Mobile Marketer, New York