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Olay launches 'Beauty By Example' campaign to honor moms


CINCINNATI — Procter & Gamble announced that its Olay brand is looking to recognize 1 million moms by Mother's Day through a new Facebook campaign.

Through its "Beauty By Example" campaign, women are invited to sign on to Olay's Facebook page to underscore the bond between moms and daughters by encouraging them to sign a declaration to acknowledge their moms as their "Beauty By Example" for being both an inspiration and beautiful, inside and out. The "Beauty By Example" campaign also encourages women to showcase their moms' beauty by posting a story on Olay's Facebook wall or sharing a photo of her in Olay's Facebook photo gallery. What's more, fans can visit the video gallery to view inspirational vignettes featuring real moms and daughters — the winners of last year's "Like Mom. Like Daughter" contest — who are also featured in the new print advertisements appearing in the May issues of Oprah, Elle and Marie Claire and the June issues of Glamour and Harper's Bazaar.

As part of the "Beauty By Example" effort, Olay also is contributing up to 1 million oz. of product to Look Good Feel Better, a national public service program dedicated to improving the self-esteem and quality of life of women undergoing treatment for cancer.

"Olay has always been committed to helping women of all ages look and feel their best through our skincare solutions. Last year, we noticed many women commenting on our Facebook page, saying that their moms represented true beauty to them. That sparked the idea for our 'Beauty By Example' campaign, which celebrates the unique bond between mothers and daughters, and seeks to recognize millions of moms as truly inspirational," said Joe Arcuri, VP skin and personal care, North America at P&G. "We're very excited to partner with look good feel better to help them fulfill their mission. The women they serve truly demonstrate 'Beauty By Example' every day."

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