Procter & Gamble has teamed with M-Qube Inc., a mobile marketing company, to market P&G’s Herbal Essences line of beauty products, the companies announced Tuesday.
As part of a new marketing campaign, P&G launched an online storefront that allows consumers to download beauty-related ring tones, images and other content, with charges appearing on their wireless bills. Other features include a compatibility quiz and “hair care alerts,” according to a company statement. The storefront also encourages members to send text messages to friends.
Herbal Essences Marketing Manager Mimi McGrath said the effort is aimed directly at women in their late teens and early 20s.
“Adding mobile into our marketing mix enables us to strengthen the relationship we have with our target demographic through the medium they perceive as their own,” McGrath said. “Teens and young adults view mobile content as an integral part of their lifestyle and frequently update and personalize their mobile phones. By providing them with Herbal Essences-branded content, we are strengthening the bond we have with our target consumers.”
Boston-based M-Qube said its strategic partners include the six largest U.S. carriers, as well as Canadian operators Bell Mobility, Telus Mobility and Microcell.
