Olay Total Effects Launch: Taking the ‘Old Lady’ out of Olay

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product.

Olay Total Effects Launch

Taking the 'Old Lady' Out of Olay

SUMMARY

In April 2001 Procter & Gamble (P&G) launched Total Effects (TE), a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category...