Brief Explanation

The Olay brand is known worldwide for skin care. In the Philippines, Olay is known for its range of anti-ageing products. Olay Regenerist is the newest facial cream in the Olay portfolio. It is priced a lot more than its closest competition, Pond’s Age Miracle. And it targets an older age range – specifically, women in their 50s.

The Brief

Olay Regenerist is the newest and most potent anti-ageing facial cream from Olay Skin Care, created especially for women in their 50s. With just one application, it reverses skin ageing by instantly removing the visible signs like lines, wrinkles and crow’s feet. P&G wanted to launch Olay Regenerist in an innovative new way.

How the final design was conceived

We crafted a simple expression of the benefit: Reverses Ageing. We applied the “reverse” idea to the average numerical age of our target market – fiftysomething-year old women. We experimented with typefaces and positions so that when the number is reversed, it would read a younger age. We then applied that to posters that, when placed near a mirror, reflected the reversed, younger age. We placed the posters in strategic locations, so that whenever women looked at themselves in mirrors inside dressing rooms and ladies rooms, they would see how Olay Regenerist literally – reverses ageing.

Indication of how successful the outcome was in the market

The Regenerist Campaign showed positive results with Php 2.5 Million in sales in its launch month. During the course of the Campaign, sales for the product continued to increase to Php 3.8 Million in March. In comparison, Pond’s Age Miracle (Olay Regenerist’s main competition) only registered Php 1.5 Million in sales when it relaunched in January with three times more media spend; and continued to decrease to only Php 0.8 Million in February. The Regenerist Campaign made the product the second best-selling Olay product in major drugstores and the top-selling product over its other SKUs.