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 which had undergone a significant step-change. Advertising played a key role in its launch and sustained growth to become category leader in the new facial moisturiser landscape. It has also turned the total Olay brand1 around from a declining 23.6% market share to 41.2% market leader2.
Background
Olay had dominated Australian skincare for...