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 designed compact mirrors in which the bottom flap showed the different ages of our target: women in their 50s. This way, the bottom flap showing the age would be seen in the mirror’s reflection – but with the numbers in reverse. Hence, when women looked in the compact mirror, they saw their age reversed – just like the effect of using Olay Regenerist. Furthermore, we created a packaging design that demonstrated reverse-ageing through a transparent lid that reversed the numbers of the age when flipped. This was used as a special packaging display at premium beauty product stores.

Indication of how successful the outcome was in the market

he 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.