• May 7, 2010

Women's Wear Daily reports that Procter & Gamble Co. has created a 28-minute infomercial for Olay Professional Pro-X, quoting company execs who say the brand has been slow to drive trials.

The high-end Olay line, which retails for between $42 and $62, rivals department-store brands in prices, but is distributed through drug, discount and supermarket channels.

WWD reports that sales of Olay Pro-X reached almost $80 million for the 52 weeks ended March 31, according to ACNielsen, and that the infomercial -- said to have cost between $750,000 and $1 million to make -- will boost sales.

"We will be able to reach new consumers to drive trial, but when she wants to go back and purchase it, she can -- in the mass market," a P&G marketing exec tells the trade.--Sarah Mahoney