HONG KONG — Consumer goods giant Procter & Gamble is returning to something approaching the original meaning of “soap opera” with National Geographic as its unlikely partner.
National Geographic’s Asian feed and P&G have partnered to create an on-air campaign about the evolution of beauty. The three-month campaign is expected to reach to 6 million subscribing households in Asia, Australia and New Zealand
Teasers and a series of vignettes will track the history of beauty products from ancient Egyptians’ exfoliating milk baths to modern day skin care-treatments.
“Through this initiative we have offered P&G a unique platform to reach out to our discerning audiences and at the same time engage and educate our audiences about the science behind beauty,” said Avinash Himatsinghani, the channel’s VP, advertising sales and partnerships.