Olay’s “Maximize, Don’t Minimize Me” delivers inclusive, intersectional view of beauty

Ben Bold

Olay, the skincare brand owned by Procter & Gamble, has used its “Maximize, Don’t Minimize Me” campaign as a rallying cry for women’s empowerment.

In late 2020, Olay – the skincare brand owned by Procter & Gamble – launched a new campaign, with the tagline “Maximize, Don’t Minimize Me”, that aims to promote confidence and empowerment among women.

The campaign drew on the stories and experiences of a range of women in pursuing this aim. And its roster of inspiring individuals runs from actor and singer Jennifer Hudson, author and poet Amena Brown, designer and model Hunter McGrady and engineer Erica Joy Baker to actor and nurse Jennifer Stone, as well as poet and artificial intelligence researcher Joy Buolamwini.

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