宝洁与赫芬顿创始人联手，拟将日常用品变成“健康助推器”

消费品巨头宝洁已经与阿瑞安娜·赫芬顿（《赫芬顿邮报》创始人）领导的个人健康与行为健康机构Thrive Global合作，目的是将一些最常用的宝洁产品变成“健康助推器”。

本周一，双方在法国戛纳国际创意节上宣布了此事。本次合作涉及宝洁旗下的六大品牌，包括佳洁士、欧乐B、帮宝适、吉列维纳斯、Secret和潘婷，其中既有社交媒体营销活动，也有新的互联网消费健康产品。

欧乐B即将推出的Sense智能WiFi牙刷就包含在其中，该产品能够就用户的刷牙习惯向其提供个性化反馈。Thrive Global公司在宝洁产品中的主要作用将是提供它所说的行为“微措施”，从而“堆积习惯”，让消费者在日常行为中建立积极、肯定的心理习惯。

赫芬顿在接受《财富》杂志采访时表示，这些习惯可能无所不包，比如让人们在早上用除臭剂时给自己一条肯定人生的信息，再比如给宝宝换尿布时为他们唱歌。

赫芬顿和宝洁（其产品覆盖约50亿人）的首席品牌官马克·普理查德都强调此番合作潜在范围广阔。

赫芬顿说：“人们都受仪式吸引……而宝洁的产品就有不可思议的规仪。”她还说，上班族普遍过度疲劳是她长期以来一直致力于解决的问题，而且就在上个月，世界卫生组织把这种情况定义为一种工作场所危机，而唯一的解决之道就是形成更健康的习惯，特别是在精神健康方面。

普理查德指出：“对于我们提供的日用消费品，人们有相当固定的习惯。基于阿瑞安娜个人的付出以及她和我们的科学家共同开展的工作，我们确实想到，把Thrive Global公司的积极身心健康“微举措”和我们的日用品牌带来的习惯结合在一起也许真能改善用户体验。”

“因此我们开始和阿瑞安娜以及她的团队合作，以便找到可以实现这个目标的各种方法，因为我们知道我们可以把自己的质量良好、性能卓越的产品统一起来，而且在附加了这些好习惯以后，它们对消费者来说甚至会变得更有益。”（财富中文网）

译者：Charlie

审校：夏林

Consumer goods giant Procter & Gamble has teamed up with Thrive Global, the wellness and behavioral health firm led by Arianna Huffington, in a bid to turn some of P&G’s most commonly used products into wellness boosters.

The partnership involves a half dozen P&G brands – including Crest, Oral-B, Pampers, Venus, Secret, and Pantene – and spans both social media marketing campaigns and new internet-connected consumer health devices. The groups are announcing the initiative at the Cannes Lions International Festival of Creativity in France on Monday.

That includes the Oral-B Sense, an upcoming WiFi-enabled “smart toothbrush” that provides personalized feedback to consumers on their brushing habits. Thrive’s central role across the P&G portfolio will be providing what the company calls behavioral “microsteps” in order to “habit-stack” – i.e, build a positive, affirming mental habit into something consumers may already do every day.

That could include anything from urging people to give themselves a life-affirming message when putting on deodorant in the morning to singing a song to their babies while changing their diapers, Huffington told Fortune in an interview.

Both Huffington and Marc Pritchard, chief brand officer at P&G (a company whose products reach some five billion people), emphasized the potential scope of such a joint campaign.

“Human beings gravitate toward ritual… and P&G products have incredible compliance,” said Huffington. She added that the only way to end widespread burnout among workers – a cause she has long championed, and a reality the World Health Organization declared a workplace crisis just last month – is to build healthier habits, especially when it comes to mental health.

“The habits for the kinds of products that we provide, consumer package goods, is quite high,” said Pritchard. “So it really occurred to us, based on the work that Arianna has done, as well as with our scientists, that the combination of the microsteps for positive physical and emotional wellbeing that Thrive offers, with the habits that our everyday brands provide, could really enhance the consumer experience.

“And so we started working with Arianna and her team to be able to come up with different ways in which we could do that, because we knew that we can align our high quality, superior performing products and they could be even better for the consumers when they stack these positive habits on top.”