Olay Brand

Olay is the leading brand of beauty cream in the U.S. It is sold to the exact same women who buy Lee Jeans. The brand has been handled by Saatchi & Saatchi for 15 years. As with fashion, the beauty industry is highly competitive. The beauty business had more than $530MM spent it in 2004 by only 12 brands, and this does not include unsupported brands in outlets like Wal-Mart. Our spending, while significant, was still only 35% of the spending in the category. To take the brand around the world, we have to rely on more than a costly media blitz. We have to develop a global insight.

Objective

Expand the brand outward from existing geographical strongholds to become the world’s leading skin care brand. Leverage the brand’s scale with big product launches, while staying locally relevant to women in each discrete country. In doing so, revitalize the brand and make it relevant to modern women as a beauty

solution.

Issue

The existence of established global competitors like L’Oreal and Nivea require Olay to have the product and communication innovation to win. This constant innovation makes Olay a “news” brand and, with 12 distinct product groups, or “boutiques,” we had to ensure all could live under a masterbrand identity that would provide a halo for awareness and sales.

TOOLS & METHODS