Olay, the skincare brand owned by Procter & Gamble, has put intersectional stories at the heart of its “Maximize, Don’t Minimize Me” campaign, which is focused on driving women’s empowerment.

Why it matters

Advertising has long helped perpetuate stereotypes around what constitutes “beauty”. But with more consumers, and the brands that serve them, pushing back against the imagery that previously dominated communications, marketers that do not adapt risk falling into irrelevance.

Olay’s approach