Olay: Smooth Finish Facial Hair Removal Duo

Olay, a global leader in women’s skincare, identified an opportunity in the facial hair removal market.

Olay: Smooth Finish Facial Hair Removal Duo

Business Situation

Olay is known by women worldwide as a leader in women's skin care, with best-in-class products across facial cleansing and moisturizing, personal cleansing and cosmetics. As a category leader backed by decades of skin science and rich brand equity and heritage, Olay has a strong business case to continue delighting consumers and growing the category with game-changing innovation.

Our search for opportunity brought us to facial hair removal. According to a groundbreaking 2010 Olay Global Consumer Needs survey, over 80% of women occasionally remove facial hair, and - this was a...

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