Wednesday, September 26, 2007

Olay : Love the Skin You are In

Brand : Olay
Company : P&G
Agency : Saatchi & Saatchi

Brand Analysis Count : 277

This July P&G launched its premium skin care brand Olay in India. Olay is a $2 Bn global brand has met with phenomenal success in all the markets it entered. Olay was born in the lab of a chemist Mr Graham Wulff in the early 1950's. At that time the brand was named Oil of Olay. Later when P&G acquired it, the brand was renamed Olay.
Olay was available in India as an imported product. Now P&G directly markets this brand with all the relevant marketing mixes in place.
Olay is tapping the premium slice of the Rs 2100 crore Indian skin care market. Olay has launched its first product in the anti-ageing segment with its Total Effects subbrand. Anti-ageing segment is still a niche with a market size of Rs 60 crore. The segment is but growing very fast.

Olay has launched its Total Effects anti ageing solution after much consumer research. It had conducted research on over 6000 ladies of age between 30-69 years from three continents and identified 7 signs of ageing.
1.Fine lines and Wrinkles
2.Sagging skin
3.Uneven skin tones.
4.Age spots
5. Appearance of pores
6. Dull skin
7.Dryness

Total Effects is differentiating itself through the presence of the ingredient VitaNiacin. VitaNiacin is a patented formulation that contains Niacinamide Vitamin B3 ,Vitamin E and Provitamin B5 Pathenol + sunscreen protection.
Olay true to the concept of Global Brand and Local strategy has launched itself with a series of promotional campaigns. The brand has the bollywood diva Sushmita Sen as the brand ambassador. Currently Olay is running two campaigns in the visual media. One campaign is th Olay brand building campaign featuring Sushmita Sen and another is for the Total Effects moisturizing lotion.
Watch the Tvc : Total Effects
For the Total Effects range, the company uses a testimonial type of campaign featuring a Model/TV Anchor. The focus is more on the functional benefits of the product rather than harping on any emotional benefits. The brand is positioned as a brand that celebrates beauty within and outside. The brand worldwide uses the tagline " Love the skin you are in ". The brand believes that Looking Good and Feeling Good are inseparable. Loving the skin we are in is the most beautiful feeling of all.
Olay Total Effects is priced at Rs 599 for a 50 gm bottle. By Indian standards, this accounts for a premium category. Olay Total Effects is targeting ladies between the age 30 - 60. Besides this anti-ageing product, Olay has introduced cleansers, facepack and moisturizing lotions. The brand is expected to introduce its blockbuster range of products in India in a phased manner.

The premium skincare segment was in a vacuum ever since HUL decided to cater to the masstige segment by repositioning Lakme and Ponds. Now with P&G and ITC seriously looking at premium segment, the market is going to witness a marketing war in days to come.