OBJECTIVE: Develop a joint P&G Beauty/Kroger event to leverage Kroger's in-store beauty consultant to support the awareness of P&G brands.

A springtime renewal theme was developed based on the brands chosen to lead the program; communication and graphics were designed to support the theme. Elements were developed to aid the consultant in creating beauty regimens for shoppers as well as touting the benefits of the lead P&G brands. Other elements were created to assist shoppers in understanding the event and in finding the right products at shelf. A notable element were shelf talkers throughout the store that featured a small vial holding a fresh carnation.