Consumer goods company, Church & Dwight, is witnessing promising early sales results from a cross category promotion on spring beauty regimes.

Top to Toe rolled out last week at 500 supermarkets and 1200 pharmacies, including Priceline, in the lead up to the beauty conscious party season of spring.

The campaign cross promotes three Church & Dwight products – Nair, Batiste, and Pearl Drops – as a three in one regime for Australian women.

John Georgas, GM of the campaign’s retail agency, Tribe, told Inside Shopper that Top to Toe is achieving results one week into its six week campaign period.

“The majority of the entries have been multiple entries, meaning [the shopper] has bought two to three of the recommended items, not just Nair,” Georgas said.

Tribe was originally enlisted to promote hair removal brand, Nair, on a spring time brief, but decided to leverage other brands in the Church & Dwight portfolio.

“We were asked just to put a sticker on Nair, but we didn’t think that would get cut through in that busy [grocery and pharmacy] space,” says Georgas.

“Women have these different beauty regimes around getting ready for summer, so we thought we could leverage [Church & Dwight’s] existing brands for a better platform.”

Tribe has included a prize draw in the campaign, with supermarket aisle shelf talkers telling shoppers about their chance to win Jimmy Choo shoes with a Nair purchase.

Shoppers have more chances to win the luxury label footwear if they buy the two complementary products, Batiste and Pearl Drops.

Georgas says the Top to Toe campaign is successful because “everybody is winning”, including the brands, retailer, and busy consumer.

“In this case, we’ve managed to increase basket size, brand loyalty with the regime, and for shoppers were are giving them an occasion.”