This document outlines a 7-step plan to strengthen and grow Olay's face care segment. The plan includes improving brand differentiation through a unified color palette and stronger logo usage. It also recommends fully leveraging existing brick-and-mortar retail channels and using online promotion to drive in-store sales. Further, it suggests focusing on value for consumers' skin and wallet, pursuing new areas of research, introducing various package sizes, and offering add-ons to provide more value. The expected results are increased market share globally and securing Olay's position as a leading mid-level face care brand.

1. Madison Morris, 2017Madison Morris, 2017
Regenerating
Olay
Total Effects in 7 Steps
Securing+Growing the Face Care Segment
of P&G’s Olay Brand

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Olay brand - Overview
Olay - American skin brand owned by Procter & Gamble.
7% global market share (P&G Annual Report 2016)
More than $2.5 billion in annuals sales
Successful transformation from a “grandma’s cold cream” to
a ‘masstage’ category leader. (WebbdevLam)

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Olay brand - SWAT
STRENGTHS
● R&D
● Proven consistent product
● Existing distribution channels,
relationships w/retailers
WEAKNESSES
● Undifferentiated presence in a crowded
“anti-aging”market, esp. in the ”mass-tige” category
(prestige-like products offered in mass retailers)
● Seemingly duplicate products, offering similar
benefits
OPPORTUNITIES
● International markets
● Creating new categories via
marketing/packaging
THREATS
● Existing and emerging brands

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Plan of action
1. Strong brand differentiation
2. Focus on brick n mortar
3. Online drives B’n’M
4. Treat your skin AND your
wallet with care
5. New areas of research
6. Beauty comes in different sizes
7. 20% More
(add-ons/marketing)
Total Effects in 7 Steps

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Plan of action
Right now, Olay’s advertising
efforts can easily be mistaken for
competitors
Suggestions:
1a. more prominent logo
1b unified brand color (L’Oreal uses
lots of red in its face care products
that stand next to Olay)
1. Strong differentiation

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1a Better Logo Utilization
Focusing on the existing distinct logo is a
great tool to help differentiate Olay brand
from competitors.
It can also help organize/display the
multitude of products and their benefits, by a
more pronounced language of graphic
communication
Products’ area of focus & the level of care
offered must be clearer as to facilitate a quick
choice in a crowded supermarket space.
FACE
MOISTURIZER
w/SPF

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1b Brand color palette
Olay uses a variety of different colors
for its different face care lines (red,
purple, silver).
Generally, Olay is not consistent in its
packaging design, making its easy to
be mistaken for a competitor, e.g.
both L’Oreal and Garnier oft use red
in their face care products that stand
next to Olay.

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1b Brand color palette
Like Neutrogena and Garnier who tend
to keep a similar packaging esthetics
(Neutrogena: clean font, blue; Garnier:
white & green), Olay should pursue one
UNIFYING color and branding vision)
Purple and gold would make its
stand out, while still conveying a sense of
prestige and luxury)
FACE MOISTURIZER
w/SPF

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Plan of action
Olay has robust distribution
channels (grocery stores,
drugstores, supermarkets).
Take FULL advantage of captive
audience already in the store.
2. Focus on brick ‘n’ mortar

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2. Take advantage of brick’n’mortar
Olay is a staple in the mass market
B&M stores.
Unlike with clothing or electronics
where online retailers start to trump
B&M stores, Olay has an advantage of
having a captive audience who still
goes to a physical store at least twice a
month.

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2. Take advantage of brick’n’mortar
Marketing should drive a
consumer from a cereal aisle
to explore/restock her face
care products the same way
she comes in to grab a frozen
pizza and checks a new chips
display on her way.
Example: marketing display
next to coffee selection
NOW,
WAKE
UP
YOUR
SKIN
w/
OLAY
(cosm
etics
aisle
22)

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2. Take advantage of brick’n’mortar
Dynamic and local marketing, eg in-store
promotions related to
● seasons (“Chicago! Olay can help you take
care of your skin in these cold months”)
● Holidays and target groups (“Don’t be
mistaken for a zombie this Halloween. Try
a Olay Fresh Effects* Rejuvenating
Cream!”
*Olay Fresh Effects is targeting younger more adventurous
customers who might enjoy different type of
humor/messaging

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2. Take advantage of brick’n’mortar
Tv/online ads can further reinforce the idea that
Olay is one of the easiest skin care products to just
grab and have it right away (no waiting for shipping)
Example:
TV ad pitch: a dermatologist leaving her office,
stopping at a local Walgreens. She sees her tired
eyes in the glass door of a milk case and decides to
grab an Olay eye cream. She smiles, content at a
checkout.

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2. Take advantage of brick’n’mortar
Tv ad pitch:
A 50+ man sees his 50+ wife working in a
garden, squinting in the sun. He tells her
he’s going to the drug store. There, he
picks sunglasses and an Olay cream with
SPF.
When the woman comes in, she sees the
products at the kitchen counter and
smiles gratefully. Her 20+ daughter
passes by and uses the cream on her way
out of the door.

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Plan of action
Olay’s online presence cannot just
be a poor woman’s Amazon
3.Online Drives B’n’M

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3. Online Drives People to B’n’M
The online presence has to offer something different
than the B&M stores:
● better price,
● some special add ons (“3 samples with every order”)
to ensure a good customer experience and repeated
visits.
Otherwise, why would they visit online sites?

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3. Online Universe
The Olay’s online universe should be a publicity driver:
SOCIAL MEDIA, INFLUENCERS, MAIN SITE could:
● offer unique online only promotions
● Test launches to generate interest/utilize viral PR/WoM marketing
● Position Olay as a go to hub of information about women’s skin’s needs,
highlighting a plethora of choices, from soaps and serums to face
creams...
● Establish Olay as an AUTHORITY on skin’s needs, eg. by utilizing
dermatologists, product chemists as bloggers

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Plan of action
Olay is in a unique position to take
care of your skin AND wallet
4.. Treat Your Skin AND Your
Wallet with Care

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Skin care is a treat that should not be expensive
The research shows most face creams are not that much
different from each other in terms of results. (Good
Housekeeping Research Institute, 2007)
Olay offers the same pampering experience as expensive
creams at half of a cost, taking care of your skin and your
wallet.

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Treat Your Skin and Your Wallet With Care
Olay should continue showcasing how
their proven products work for less than
the more prestigious face care products.
Olay has to be careful at pushing the
prestige part of their image, as their
higher priced products are often locked
in less than elegant cases at local
superstores.

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Plan of action
Olay cannot stand still as the
competition invests in new
ingredients, formulas and products
5.. New areas of research

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New areas of research
Olay should look closer at women’s behavior to see how Olay’s existing products
can be reformulated to fit needs not related to skin concerns .
Most women are aware that NO cream can truly (permanently) reduce wrinkles.
Combined with the fact that more women are hoping to just look like their best
selves rather than their younger versions, Olay should should focus less on
undeliverable promises (“Take 10 years off!”) and more on the pampering aspect
of face care.

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New areas of research
Olay should look closer at women’s behavior to see how existing products can be
reformulated to fit their needs
Woman like So they Olay can
● The refreshing
feel of a cream
on their skin
● Put some face creams
(esp. Eye creams) in
fridges to get that
jolting feel of cream
awaking their skin
● Reformulate some of their eye creams a
cream that is formulated for to be stored in
refrigerators
● To be protected
and taken care
throughout the
day
● Keep an extra cream on
them to apply in a skin
parching office or
during their commute
● Create a cream that is perfect to keep in a
car (probably wax based)

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Plan of action
Find innovative ways to repackage
the product to highlight new fun
ways to pamper self
6.. Beauty comes in different sizes

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Introduce more packaging sizes/groupings
a small sampler of all
products; group them
in different samplers;
potentially offered
with limited edition
makeup bags
Oh, how I
love Olay

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Introduce more packaging sizes/groupings
● A deluxe size eye cream intended to be kept
in a woman’s purse/office drawer to help eyes
tired from staring at a computer
● A deluxe size face cream intended to be kept
in a woman’s purse/office drawer for
commute touch ups (SPF) or to help skin
parched from air conditioning

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Introduce new packaging sizes/groupings
Pair a face cream
with Olay face
cleaning cloths

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Plan of action
Olay should add on additional
products to offer even better value
to the budget conscious customers
7.. 20% More (add-ons/marketing)

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Add ons:
Pair face creams with other
products, eg. eye cream and
a sleep mask or better yet,
add on cotton pads with
Olay logo on it to put on
eyes and rest for 5 minutes.

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Add ons:
Partner with other companies with
treat-like products, e.g. to offer an
organic mask pair with “good for you
from the inside/antioxidants chockful”
chocolate
These mutually beneficial collaborations
can further reinforce the idea that Olay
care for your wellbeing and offers you a
value.

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Conclusion/
Expected Results
Total Effects in 7 Steps

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Exected Result$
The presented solutions should help Olay:
● Grow the share of the global face care market
with more innovative products
● Secure its position as the go-to midlevel face
care brand around the world
● Prevent the competition from taking the slice of
the skin care pie.