OLAY

How was Olay born?

HISTORY OF OLAY
•A Product born out of love
•Olay originated in South Africa as
Oil of Olay in 1949
•Created by ex Unilever chemist
Graham Wulff who saw his wife
frustrated with the thick greasy
creams of that time
•This is how the legendary Oil of
Olay Beauty Fluid was born.
•The name "Oil of Olay" was
chosen by Wulff as a spin on the
word "lanolin", a key ingredient.
•Account executive Jack Lowe
quickly became Graham’s lifelong
friend and business partner, and
the two soon created a company to
produce and market Oil of Olay.
•1985: Acquired by P&G
SOME FACTS ABOUT OLAY
With a global audience in almost 70 countries by 2010, beauty and
skincare brand Olay is one of Procter & Gamble's biggest
properties
 The global best-seller in facial skincare.
 Sales broke the $2bn barrier in 2008,
The range now extends to more than 100 different moisturizing and
cleansing products.
Growth has been achieved despite fierce competition in the
segment from rivals Dove, Neutrogena and Nivea, each of which
has rolled out a similar host of brand extensions.
 In an attempt to shrug off its competitors, Olay has pushed
aggressively into the upper end of the market with a series of
premium-priced anti-aging and regenerating products.
The global best-seller in facial skincare.
THEN
Created as the silky
smooth pink facial cream,
Oil of Olay, in the early
1950s.
 By the end of the decade,
Oil of Olay was selling
worldwide.
 It was purchased by
Richardson-Vicks in 1970
 Richardson-Vicks was
purchased by Procter &
Gamble in 1985 who, in
2000, shortened the name
simply to Olay.
NOW in almost 70
With a global audience
countries by 2010, beauty and skincare
brand Olay is one of Procter & Gamble's
biggest properties
Sales broke the $2bn barrier in 2008,
The range now extends to more than 100
different moisturizing and cleansing
products.
Growth has been achieved despite fierce
competition in the segment from rivals
Dove, Neutrogena and Nivea, each of which
has rolled out a similar host of brand
extensions.
 In an attempt to shrug off its competitors,
Olay has pushed aggressively into the upper
end of the market with a series of premium-
THE LOGO
OLAY IN INDIA
P
R
O
D Total Effects
Classic timeless
U skin care
●
Total Effects is the result of
years of state-of-the-art anti-
●
The Olay Classic range
C maintains skin's natural
moisture balance for
ageing research. It is our
answer to the needs of all skin
types. It has been specially
T uncomplicated hydration and
softness
formulated to help fight 7
signs of ageing.
S
Features
Communicated Benefit: Fights 7 signs of ageing

Actual Ingredients:
Communicated features:
 Octisalate, Avobenzone, Homosalate,
Octocrylene
Olay Total Effects with the
breakthrough VitaNiacin complex :
Actual Benefits/Features:
Olay doesn't claim it reduces wrinkles
1. Visibly reduces lines & wrinkles
2. Gives soft and smooth skin
• It Reduces the appearance of wrinkles,
3. Visibly reduces dark spots
rather than actually reducing wrinkles
4. Provides sun protection for even
in the skin
skin tone
• It does this through the moisturizing
5. Gives firm looking skin
and exfoliating properties of its skin
6. Provides radiant, glowing skin
cream
7. Visibly reduces the pore size
• It protects against UV rays which lead
to early ageing of skin
Ingredients
Benefits:

VitaNiacin • Powerful anti-oxidant

• Helps replace lost moisture in the
skin caused by ageing and damage due
to the environment

Benefits:

• Counteracts dryness
• Makes skin well-conditioned
Pro-
Vitamin B3 Vitamin E
Vitamin B5
Benefits:

• Water soluble vitamin

• Positive impact on skin’s connective
tissue and gel matrix
Do you feel it is safe to use?
 Effectiveness and Safety

• Testimonial type of campaign featuring a Model/TV Anchor

• Focus is more on the functional benefits of the product rather than emotional benefits
• Emphasis on safety of the product

Thanks to regular usage of Olay Total

Effects, I can now fight the signs of
ageing and get younger looking skin,
all in one tiny bottle and the good
news is... you can too!
The Olay Promise:
Olay is committed to providing safe
products to our consumers:

• Each year, Olay conducts over

400,000 safety and quality tests
•Ingredients substantiated for safety
over a lifetime of intended use
What does the brand stand for?
What does it communicate?

Help women look and feel beautiful

Love the skin you are in

 Brand Feelings - Feelings trump thoughts most of the times.

“People will forget what you said. People will forget what you
did. But people will never forget how you made them feel.”

Feelings
Customers emotional responses and reactions to the
brand - How do you want the customers to feel when
considering or using the product
 Can be mild or intense; positive or negative; experiential or enduring in
nature.
 Can relate to the social currency evoked by the brand.
 Dimensions of Brand Feelings

Brand feelings can be divided into two broad categories:

 Experiential – immediate, short-lived during purchase/consumption
 Enduring – private, possibly part of day-to-day life

Brands should have one, or ideally both, types of feelings

Experiential Feelings Enduring Feelings

• Warm • Sense of Security (Inner-directed)
Increasing
level of
• Fun • Social Approval (Outer-directed)
intensity
• Exciting • Self-Respect (Actualization)

Self-Respect Higher
level of
values &
Sense of Security
Social Approval needs

Inner-Directed Outer-Directed
 Questions that OLAY answers to ‘Brand Feeling’
Does
Does it
it make
make them
them
feel more in
feel more in
control?
control? More
More
confident,
confident, smart,
smart,
sophisticated
sophisticated or
or
sexy?
sexy?

How
How does
does your
your Does your
brand make
brand make brand put a
people
people feel?
feel? Is
Is it
it
safe to use? Is it
safe to use? Is it
smile on their
reassuring?
reassuring? faces?

Does
Does using
using your
your brand
brand Does it make
make
make them feel
them feel as
as
though
though they
they have
have them feel
status,
status, make
make them
them feel
as
feel romantic?
as though they have
though they have
arrived
arrived in
in society?
society? Does
Does it
it harken
harken Stylish?
back
back to an earlier
to an earlier
time
time in their lives,
in their lives, a
a
time of innocence
time of innocence
and
and playfulness?
playfulness?
Olay’s product design stimulates both touch
aesthesis and visual results. It starts with the
packaging that, with its smoothness and
curves, is delightful to hold and to dispense.

It’s the way the drop of product

feels on the fingertips and the
sensation of the product as it
glides across the skin and then
absorbed.

Her skin is left feeling unbelievably

smooth and satisfied. This daily
experience becomes a love affair,
enabling the long term use needed for
the chronic skin benefits to happen,
creating the real, visible skin change
men are more sophisticated and proud of their
femininity today than ever before.
wants the products to perform and give her a
al benefit & also allow her to express her own
dividuality. She’s not interested in conforming
to a pre-set standard or ideal.
Commitment to understanding her
- her skin needs and who she is, as a
woman. This understanding helps
Olay create the right products and,
the communication that uniquely
connects to her and her life.
It’s not uncommon to hear a woman
tell the story of her mother’s, and even
grandmother’s, strikingly beautiful
skin and recall ‘Oil of Olay’s’ Pink
Beauty Fluid being a staple on their
vanities.
Women love Olay because it gives them a real,
noticeable benefit that transforms their skin. It
helps her to go from just liking her skin, to truly
loving it & help her to transform herself and her
spirit.
BRAND RESONANCE
 BRAND RESONANCE
•Building a community around
the brand is the first step towards
building resonance
•Use of social networking sites
to promote a meaningful
Brand interaction with the consumers
Evangel •Communities are sounding
Brand ist board for suggestions and issues
Advocat faced by the consumers
e
Brand
Loyalist
The highest level of brand
resonance is where the
consumers actively engage in
Brand
activities beyond buying and
User
using the product
 OLAY IN INDIA

THE MARKET THE STRATEGY

•The premium
•Total Indian Skin skincare segment was
market worth ` 2100 in a vacuum ever
ENTRY
crore since HUL decided to
•Initially targeted the cater to the mass
•Was earlier Anti-ageing segment segment by
imported in •A niche segment repositioning Lakme
India with a market size of and Ponds.
•Launched in ` 450 crore •Expected to
•Target : 30-60 year introduce its
India by P&G old women blockbuster range of
in July 2007 •The focus is more products in India in a
•A premium on the functional phased manner
skin care brand benefits of the •Anti-ageing segment
product rather than is the fastest
harping on any growing segment in
emotional benefits the skincare market