Natural Foods Merchandiser

P&G to Produce Olay Vitamins

Procter & Gamble has licensed its Olay brand to Pharmavite, manufacturer of vitamins and dietary supplements, to develop a vitamin line targeted to women's health and beauty needs.

Olay Vitamins will consist of beauty and wellness formulations designed to enable women to create personalized supplements regimens, said Barbara Lindquist, senior product manager for Northridge, Calif.-based Pharmavite.

The line is the result of Olay research linking nutrition and skin health. P&G, which markets nearly 300 brands, partnered with Pharmavite because the consumer-products giant recognized that it needed to work with a nutrition expert to explore the link.

Olay Vitamins will be launched nationally in food, drug, mass merchandise and club stores by October, Lindquist said. More information, such as specific products and the number of SKUs included in the launch, will be available later this year.

Lindquist would not comment on the revenues the companies expect to generate from Olay Vitamins. This deal represents P&G's latest efforts to capitalize on its research and development investments and brand equity.

Joyanna Laughlin is an Estes Park, Colo.-based freelance writer. She may be reached at [email protected].

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