Olay seeks to reinvent Pro-X line with consumer contest

Cash prizes will be awarded to the top winners

NEW YORK — Olay, a Proctor & Gamble company, is holding a special online contest that seeks ideas and proposals to reinvent its Olay Pro-X line of skin care products.

Idea proposals can address any number of categories, including: the Pro-X story and how and where it is presented; the existing products and ideas on new Pro-X products; the packaging and the labeling; the Olay Pro-X shopping experience, whether it be live and in person, retail or online. Everything about Olay Pro-X is fair game, as long as it makes Pro-X more appealing to women.

Olay Pro-X products aim at higher-income women, professionals and entrepreneurs, ages 25 years and older. A team of Proctor & Gamble cosmetic scientists and world-renowned dermatologists will evaluate the ideas. The goal is to push the nexus of science and beauty forward and create a breakthrough that energizes the Olay Pro-X brand. The contest is open to residents ages 18 years and older who live in the United States or Canada.

A team of P&G top management executives and skincare experts will choose the winners. Participants also are invited to evaluate the designs in the competition online and assign a vote, and these community votes also will be a factor in winner selection.

The evaluation criteria are relevance to the contest topic, uniqueness, desirability, effort, inspiration, feasibility and "Wow! Factor."

The first-place contestant will garner a grand prize of $5,000 in cash; second place: $2,500; third place: $1,500; and fourth- through tenth-place winners will receive such nonmonetary prizes as P&G gift baskets and vouchers; and the MVP, or most valuable participant, will receive a special citation from the VP of Procter & Gamble North America. Winners will be announced on April 30, 2013.

For more information go to CoCreate-PG.com.

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