消費品巨頭寶潔已經(jīng)與阿瑞安娜·赫芬頓（《赫芬頓郵報》創(chuàng)始人）領導的個人健康與行為健康機構(gòu)Thrive Global合作，目的是將一些最常用的寶潔產(chǎn)品變成“健康助推器”。

本周一，雙方在法國戛納國際創(chuàng)意節(jié)上宣布了此事。本次合作涉及寶潔旗下的六大品牌，包括佳潔士、歐樂B、幫寶適、吉列維納斯、Secret和潘婷，其中既有社交媒體營銷活動，也有新的互聯(lián)網(wǎng)消費健康產(chǎn)品。

歐樂B即將推出的Sense智能WiFi牙刷就包含在其中，該產(chǎn)品能夠就用戶的刷牙習慣向其提供個性化反饋。Thrive Global公司在寶潔產(chǎn)品中的主要作用將是提供它所說的行為“微措施”，從而“堆積習慣”，讓消費者在日常行為中建立積極、肯定的心理習慣。

赫芬頓在接受《財富》雜志采訪時表示，這些習慣可能無所不包，比如讓人們在早上用除臭劑時給自己一條肯定人生的信息，再比如給寶寶換尿布時為他們唱歌。

赫芬頓和寶潔（其產(chǎn)品覆蓋約50億人）的首席品牌官馬克·普理查德都強調(diào)此番合作潛在范圍廣闊。

赫芬頓說：“人們都受儀式吸引……而寶潔的產(chǎn)品就有不可思議的規(guī)儀?！彼€說，上班族普遍過度疲勞是她長期以來一直致力于解決的問題，而且就在上個月，世界衛(wèi)生組織把這種情況定義為一種工作場所危機，而唯一的解決之道就是形成更健康的習慣，特別是在精神健康方面。

普理查德指出：“對于我們提供的日用消費品，人們有相當固定的習慣。基于阿瑞安娜個人的付出以及她和我們的科學家共同開展的工作，我們確實想到，把Thrive Global公司的積極身心健康“微舉措”和我們的日用品牌帶來的習慣結(jié)合在一起也許真能改善用戶體驗?！?/p>

“因此我們開始和阿瑞安娜以及她的團隊合作，以便找到可以實現(xiàn)這個目標的各種方法，因為我們知道我們可以把自己的質(zhì)量良好、性能卓越的產(chǎn)品統(tǒng)一起來，而且在附加了這些好習慣以后，它們對消費者來說甚至會變得更有益?！保ㄘ敻恢形木W(wǎng)）

譯者：Charlie

審校：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.”