Lakme Beauty Salons increased from 105 to 150 in 2008. Currently, we have beauty salons in 35 cities of India,” according to Chopra. Meanwhile, Procter & Gamble is in the process of rolling out an aggressive marketing campaign titled “Total Proof Total Challenge” led by cine actor Tisca Chopra. With this initiative, we have invited women to swap their moisturizers with a brand new bottle of “Olay Total Effects” explained a spokesperson from Procter & Gamble India. A revitalized Maybelline is number two in cosmetic sales in mass-market outlets, declared Bob Hiatt, Maybelline's CEO and President, at a press briefing in New York. The Memphis-based firm has pulled ahead of Revlon but is still behind Procter & Gamble's Cover Girl, he added. Advertisement spending for Maybelline will top $60 million from September of last year through December 1993, said Cathy Wills, at the same meeting. The company plans to continue to press its competitors hard this year with a rollout of several new products, line extensions, and reformulations.