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Olay Vitamins Cross-Promotion With P&G Skin Care Line Planned

This article was originally published in The Tan Sheet

Executive Summary

Pharmavite will support the launch of Olay Vitamins with television and print ads, in-store merchandising and cross-promotions with Olay skin care products to garner new vitamin users, the firm said

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P&G glucosamine drink

Elations, a juice drink containing glucosamine and chondroitin that was developed by Procter & Gamble, will begin test marketing in July at Lousiville, Ky. Kroger stores, The Elations Company announces June 22. Elations is marketing the beverage through a licensing agreement and expects to add other retailers at a later date. The firm points to results of the recently GAIT study, which found that glucosamine and chondroitin were effective in treating moderate to severe knee pain caused by osteoarthritis (1"The Tan Sheet" Feb. 27, 2006, p. 5). P&G previously entered the supplement industry when it partnered with Pharmavite to launch Olay Vitamins (2"The Tan Sheet" June 16, 2003, p. 12). Elations is available in raspberry white grape and cranberry apple flavors, and will be sold in six-packs for $7.99...

P&G glucosamine drink

Elations, a juice drink containing glucosamine and chondroitin that was developed by Procter & Gamble, will begin test marketing in July at Lousiville, Ky. Kroger stores, The Elations Company announces June 22. Elations is marketing the beverage through a licensing agreement and expects to add other retailers at a later date. The firm points to results of the recently GAIT study, which found that glucosamine and chondroitin were effective in treating moderate to severe knee pain caused by osteoarthritis (1"The Tan Sheet" Feb. 27, 2006, p. 5). P&G previously entered the supplement industry when it partnered with Pharmavite to launch Olay Vitamins (2"The Tan Sheet" June 16, 2003, p. 12). Elations is available in raspberry white grape and cranberry apple flavors, and will be sold in six-packs for $7.99...

P&G glucosamine drink

Elations, a juice drink containing glucosamine and chondroitin that was developed by Procter & Gamble, will begin test marketing in July at Lousiville, Ky. Kroger stores, The Elations Company announces June 22. Elations is marketing the beverage through a licensing agreement and expects to add other retailers at a later date. The firm points to results of the recently GAIT study, which found that glucosamine and chondroitin were effective in treating moderate to severe knee pain caused by osteoarthritis (1"The Tan Sheet" Feb. 27, 2006, p. 5). P&G previously entered the supplement industry when it partnered with Pharmavite to launch Olay Vitamins (2"The Tan Sheet" June 16, 2003, p. 12). Elations is available in raspberry white grape and cranberry apple flavors, and will be sold in six-packs for $7.99...

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