The maker of Ariel and Max Factor is boosting its digital activity, as it considers cost-savings across marketing.
P&G, a London 2012 Olympic sponsor, is expecting thousands of tourists to arrive in London this summer.
The free-to-download app has been created by Grapple Mobile. It features three interactive, virtual tours of London, which will feature some of the capital’s best-known destinations.
The three tours are called The Eye of the Beholder, The Art of Shopping and The Beauty of London.
The Eye of the Beholder is run in partnership with National Portrait Gallery and includes a tour of the gallery.
The Art of Shopping offers users the chance to discover some of London's best shopping hot spots and The Beauty of London reveals the city's beauty secrets.
Should the virtual tour of London prove successful, the P&G will likely roll the initiative out to other worldwide cities.
The app will also include how-to-guides and beauty tips from professionals working on Pantene, Max Factor, Olay and Wella Professional brands.
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