Procter & Gamble Company: The First Time Ever I Saw Your Face campaign
E. M. ShostakOverview
Oil of Olay's memorable early 1980s campaign, "The First Time Ever I Saw Your Face," reinforced the popular brand's identity as a skin care product for women who wanted to retain their youthful attractiveness as they aged. Like previous Oil of Olay campaigns, it used images of luxury and romance to communicate the message that youthful-looking skin could make older women appear more attractive to their partners. Though some critics faulted the strategy for perpetuating negative stereotypes of women and for exploiting older...