P&G turns a new leaf

Published: 4-Oct-2006



Procter & Gamble has signed a deal with Sean Stewart and Jordan Weisman, authors of teen novel Cathy's Book, to mention Cover Girl products in the text. In return, P&G will showcase the book on its website BeingGirl.com.

Both sides are said to be more than happy with the deal, with the website driving sales of the book, and the book nudging readers towards specific Cover Girl make-up products.

According to PQ Media, paid product placement is a lucrative business, amassing $2.2bn in 2005.

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