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

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...