P&G helps consumers bag information about beauty items with My Beauty Adviser

CINCINNATI — Beauty mavens now can explore beauty items, get a beauty consultation, and read and write product reviews from the palm of their hand via a new multibranded mobile application from Procter & Gamble Beauty & Grooming.

P&G Beauty & Grooming brands Clairol, CoverGirl, Olay and Pantene have joined forces to create the multifaceted beauty application, dubbed My Beauty Adviser, which is geared toward consumers. The free application, developed by Densebrain, is for the iPhone and Android mobile platforms and can be downloaded via the iTunes Application Store.

"Our customers continue to tell us they need guidance to decide with beauty products to use and how to use them to get the look that they want," said Kevin Hochman, marketing director for Olay, Secret and Venus. "That's why we created My Beauty Adviser: to help women find the best answers in a quick and fun way while on the go. We wanted to provide our customer with a free, interactive platform to help her make confident decisions about her beauty purchases, and we believe My Beauty Adviser accomplishes that goal."

The application enables consumers to explore products, get personalized beauty recommendations and manage product selections via a Beauty Bag. Products can be stored for quick access later from consultation results, searches and articles by dragging the product image into the Beauty Bag, P&G said.