The Hindu Business Line : Hind Unilever, P&G offer new creams for old

Mumbai, Feb. 6 Want to exchange your old moisturiser or face cream for free? Consumers can now take of a pick of either HUL’s Pond’s Age Miracle or P&G”s Olay Total Effects in exchange for their current creams as both the MNCs are running similar schemes to lure consumers into sampling their respective brands.

Last weekend, P&G welcomed its consumers to come and swap their current moisturisers for a new bottle of Olay Total Effects at the Infiniti mall in Andheri. Setting up ‘Olay Effects Challenge’ zones at the mall, the FMCG major roped in Ms Tisca Chopra (of Taare Zameen Par fame) to endorse the brand.

Not only did the consumers receive a free bottle of Olay but also a crash course in how to improve their anti-ageing skin-care regime. Free facial massages with Olay Total Effects were also offered to all participants.

HUL’s scheme

Meanwhile, HUL’s Ponds Age Miracle has kicked off an almost similar programme for women across the six metros where consumers may visit any Pond’s counter and exchange their old skin cream, used or unused, for a new Pond’s Age Miracle Day Cream worth Rs 400. The activity has already kicked off across Mumbai, Delhi, Bangalore, Kolkata, Hyderabad and Chennai in select outlets on January 15 and will continue till February 14. Women can bring in any old skin cream worth Rs 400 which can include fairness creams, any other anti-aging creams, moisturising creams, sunscreens, bleach, oil control or cold creams.

Both P&G and HUL entered the anti-aging segment recently and expect to grow it together with such exchange schemes to induce sampling of their respective brands.

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