1. P&G Studios co-produces a microsoap series, 'The Golden Pear Affair'. 2. Series features 50 episodes, targeting a mobile-savvy audience. 3. Launch aligns with Native's new Global Flavors collection in late December 2025. 4. Microdramas projected to generate $11B in global revenue in 2025. 5. P&G continues its tradition of innovative brand storytelling for modern consumers.
FAQ
Why Bullish?
The innovative approach of microdramas reflects P&G's adaptability in a changing market. Historical shifts towards mobile entertainment have benefited brands with similar strategies.
How important is it?
P&G's investment in cutting-edge content strategies may enhance brand visibility and sales, vital for personal care sectors like that of Native.
Why Long Term?
Success in microdramas can lead to sustained brand loyalty and consumer engagement. Long-term trends favor interactive and engaging content aligning with consumer preferences.
Procter & Gamble and Partners Launch Pioneering "Microsoap" Series: "The Golden Pear Affair"
LOS ANGELES, Dec. 10, 2025 (GLOBE NEWSWIRE) — Native, a clean beauty brand, in collaboration with P&G Studios, the entertainment division of Procter & Gamble (PG), and dentsu Entertainment, has announced the launch of the first-ever brand co-produced feature-length "microsoap" in the United States. This innovative social-first series titled "The Golden Pear Affair," produced by Pixie USA, reimagines the classic soap opera for a vertical, mobile-first audience.
Introducing a New Era in Soap Operas
The unique "microsoap" format caters to today's swipe-savvy viewers, delivering fast-paced storytelling filled with cliff-hangers and character development across 50 episodes. This format allows for a complete cinematic experience that rivals traditional feature-length films. With deep roots in the original radio soap operas, Procter & Gamble continues to lead the evolution of this genre, building on their legacy established by popular shows such as Beyond the Gates on CBS.
Anticipated Release and Storyline Insights
The trailer for "The Golden Pear Affair" is set to debut in January 2026, followed by the series launch on prominent social media platforms. This rollout will subsequently expand into a proprietary app experience. The series promises an engaging adventure-romance that aligns with Native's authentic voice and commitment to clean beauty products.
Key Themes and Cast
Featuring Nick Ritacco and Aloyna Real, both prominent figures in the microdrama scene, the storyline delves into themes of self-discovery, romance, adventure, and personal worth. The series coincides with Native's limited edition "Global Flavors" collection, which draws inspiration from world locations, allowing consumers to embrace a global experience from their own homes.
The Impact of Microdramas on the Entertainment Landscape
Microdramas, often referred to as vertical mini-series, are projected to generate $11 billion in global revenue by 2025, with the U.S. market emerging as a key player outside of China. This growth emphasizes the format's vast potential and widespread appeal. Dentsu is actively involved in this space, having recently invested in innovative platforms like Emole, emphasizing the importance of evolving storytelling techniques in today’s entertainment industry.
Quotes from Key Figures
Anna Saalfeld, Head of P&G Studios, stated, “This microsoap showcases our commitment to innovation as we strive to delight consumers while fueling growth for Native. By blending classic brand storytelling with the evolving landscape of mobile entertainment, we're honoring the soap opera format P&G helped pioneer.”
Chris Talbott, CEO of Native, added, “This series follows characters on their own journey of self-discovery and confidence. We’re always looking for innovative ways to meet our consumers where they are, and this social-first series provides the perfect platform for storytelling.”
Geneva Wasserman, Global EVP of Entertainment IP Strategy & Investment at dentsu, remarked, “Microdramas are taking the world by storm, and extending dentsu’s position in this rapidly growing format is a natural fit with our partners at P&G and Pixie USA.”
About the Companies Involved
Native
Founded in 2015, Native focuses on creating clean and effective personal care products. Their offerings include deodorants, body washes, and lotions made from naturally derived ingredients.
P&G Studios
P&G Studios develops powerful narratives that facilitate meaningful engagement between consumers and Procter & Gamble brands. They have been responsible for a range of successful projects across various media.
Dentsu Entertainment
Dentsu Entertainment specializes in developing and marketing diverse content across film, TV, anime, and gaming, dedicated to creating cultural connections and delivering value to audiences and brand partners alike.