Health and beauty consumer goods giant Procter & Gamble (P&G) has announced the imminent launch of what might, if successful, be the first in a new promotional line of city tour guide apps for smartphones.
The three inaugural apps to be introduced by P&G will focus on London tours that have been especially biased towards health and beauty themes.
Among the tourist attractions featured on the apps will be the National Portrait Gallery, with whom P&G has entered into a special partnership arrangement.
Under this arrangement, users of the National Portrait Gallery app will be guided around a series of portraits selected for their relevance to historical perspectives on health and beauty.
The app will also include regularly updated videos from health and beauty experts, offering advice which draws on the use of P&G products such as Max Factor, Olay, Pantene and Wella.
In launching the guided tour apps just as the Olympic Games are due to start, P&G, which is an official International Olympic Committee (IOC) partner, is understood to be hoping to target the many visitors likely to descend on the capital during this period.
P&G says that in future, it hopes to be able to introduce a click facility, whereby users will be able to instantly purchase the group’s products, into the app functions.
The first three ‘Beauty Spot Tours’ apps, which are available for both Android and iPhone devices, will be marketed as free of charge add-ons at temporary Wella beauty salons in the Olympic Park area, as well as via digital media channels.