Olay hits the Super Bowl, page-15

More and more FMCG company's have realised that doing inhouse R&D on technologies that they do not specialise in is very, very costly and time consuming.  There has been a push towards partnering with smaller more agile and specialised companies over the past few years.. it makes perfect sense to leverage all of OBJ's expertise plug into it (for very little investment if we are rally honest) let OBJ get on with worrying about what they do best and producing a working product while P&G get on with what they do best.. getting the marketing campaign and market primed for this new disruptive technology.. 

I believe P&G openly announced they were starting to steer down this path a few years ago.. an moving away from inhouse R&D where they did not have the expertise..