Age created judgments on Chinese wonnen which get worse as the numbers go up. OLAY initiated a statement-making movement to challenge the belief staged on Women's Day which offered a new interpretation of age that the numbers define women are not age, but fearless stories. The movement turned the spotlight on consumers who boldly share their achievement and focus on women inspire women to trigger public discussion to advocate the true meaning of Women's Day. With hundreds of celebrities, KOLs and media contribution, OLAY Women's Day Campaign generated 1 million social buzzes and 2.5 million social engagement.
While we enjoy the highest market penetration in the category, we lag behind competitors in terms of consumers being open and curious about our brand.