Name: Class: Subject: Professor: Topic: Year:: Guru Nanak Institute of Management Studies

Guru Nanak Institute of Management Studies
(G.N.I.M.S)
Name: Jagjeet Kaur Saini Class: T.Y.BMM (Advertising) Subject:

Advertising and Marketing Research
Professor:Bhumika A. Desai Topic: Olay Year: 2011-2012
ADVERTISING & MARKETING RESEARCH OLAY
2011-2012
Index
Introduction Name Change Logo Products Olay for Men SWOT analysis Advertising Campaigns Olay and Saatchi & Saatchi Banned Olay commercial Animal Testing Controversy Brand Ambassadors Research Analysis Conclusion Webliography
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Introduction
Olay is an American skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter & Gamble's multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue. Olay originated in South Africa as Oil of Olay. Graham Wuff (1916-2008), an ex-Unilever chemist from Durban, started it in 1949. The name "Oil of Olay" was chosen by Wuff as a spin on the word "lanolin", a key ingredient. Olay is a product truly born from love, as it was created by a man as a gift for his wife. Graham Wuff saw his wife Dinahs frustration with thick, waxy beauty creams that came in shoepolish tins. They left her skin looking greasy, and they certainly didnt fit with her feminine sensibility. Graham wanted to create a new beauty product for her- one that could not only moisturize her skin, but also leave her feeling beautiful and feminine. Together, Graham and Dinah fine-tuned everything from absorption and texture to the delicate pink shade and instantly recognizable fragrance. At last, legendary oil of Olay Beauty Fluid was born.
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With this formula complete and first batch mixed by hand, Graham enlisted the help of an advertising agency that he founded in the yellow pages. Account Executive Jack Lowe quickly became Grahams lifelong friend and business partner, and the two soon created a company to produce and market Oil of Olay. Olay's marketing was also unique, since it was never described as a moisturizer, or even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print adverts used copy such as Share the secret of a younger looking you and talked about the beauty secret of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merrill. They ran in Readers Digest and newspapers and often looked like editorials. Wuff and Lowe, who ran the company under the banner of Adams National Industries (ANI), did not sell the product to the trade, but waited for pharmacies to ask for it based on consumer requests. As the company began to market the product internationally, it was decided to modify the name of the product in each country so it would sound pleasing and realistic to consumers. This led to the introduction of Oil of Ulay (UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France, Italy,
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the Netherlands and Germany). In 1970, ANI opened a test market in USA (Chicago), and was expanding into northern Germany. Within five years, Olay was phenomenal success in South Africa, and in 1959 expanded into England, the United States, the Netherlands, Canada and Germany. Needless to say, the Olay business flourished. Eventually, Olay was sold to Richardson Merrill, which later became Richardson-Vicks Inc. RVI capitalized the "Oil" and added the sub-name "Beauty Fluid" to help protect the trade mark. They further added a sales force and created TV advertising. The company extended the product range to include items such as Night of Ulay and Beauty Cleanser, and expanded into more countries (Spain, France, Germany).The result of Richardson Merrells efforts was a dramatic increase in sales. However, as with many brands, the business was not managed uniformly so there were differences in performance between the countries. Olay produces best results. In 1985, Procter & Gamble bought Richardson Vicks and gained the Olay brand. P&G greatly expanded Olay both in line-up and internationally. Olay became one of P&Gs billion dollar brands in 2003. Since then, the range has been expanded to include a full range of hypoallergenic variants, cleansers and creams with the aim of meeting the full range of skincare needs, whatever the user's age or skin type. The
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brand also includes soap, and body wash. Olay Cosmetics was launched in 1996 but discontinued in 2001.
Name change
In 1999, it was decided to unify the brand under a global name. Thus, Oil of Ulan and Ulay became Olay on a worldwide basis, except in German-speaking regions and Italy, where it remained Oil of Olaz. In the Netherlands and Belgium, it was renamed just Olaz. In 2000, Procter & Gamble decided to shorten the brand name to Olay. The formula had evolved over the years, and the original name no longer fit with what women have to expect from Olay- a light, greaseless formula that absorbs quickly into the skin. Today, Olay is one of the most recognizable brands in the world. Yet through all the changes and innovations, the philosophy upheld by Graham Wuff remains as relevant as ever: Help women look and feel beautiful. Thats a potent formula for success. The Olay brand has expanded into a range of other products grouped in boutiques including Complete, Total Effects, Professional, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA). Olay is the market leader in many countries including USA, UK, and China. Olay
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has extended its heritage as a moisturizer to stay looking young, to formally creating the anti-aging category in mass stores with the launch of Total Effects in 1999. Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink "Oil of Olay" marketed in the US before the P&G acquisition. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are numerous products in market more expensive than Olay. The Indian skincare market is constantly growing as can be seen in the figure:
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Olay Regenerist was the best performing anti-aging cream in a 2006 test done by a consumer association. In August 2007, Olay was launched in India. Olays current slogan is "Challenge what's possible", which was changed from "Love the skin you're in". Since 2010, "Oil of OLAZ" is called only "OLAZ" in Germanspeaking countries. Slogan: "Olaz lt Sie strahlen." (lit: "Olaz lets you shine.") The Olay/Olaz brand is known for animal testing, according to a list published by PETA.
Products:
1. Olay Natural White. 2. Olay White Radiance. 3. Olay Regenerist. 4. Olay Total Effects. Different products are specially made to suit the different skin types and women of different ages.
1. Olay Natural White

Brand Ambassador: Katrina Kaif Packaging: Its a milky white translucent tub with slightly grey cap,
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adorning transparent labels with grey fonts. Nothing eyecatching but its appearance is mild & smooth true to the nature of the cream inside the tub.
Olays Natural White Range includes: Natural White Day Cream Olay Natural White Nourish the skin with nutrients for healthy-looking natural fairness that glows. Its formula with triple nutrient system Vitamin B3, pro-B5 & E nourishes the skin to reduce the appearance of dark spots and dullness for a healthy-looking natural fairness that glows
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Its SPF 24 protection effectively helps protect the skin against external damage from the sun. Its nutrients rich formula help replenishes your skins natural moisture level. Natural White Night CreamOlay Natural White Night Cream contains twice the mulberry leaf extract, which is proved to not only whiten your skin, but also optimizing its texture leaving your skin feeling feather soft. So wake up to fairer, smoother skin.

Nourishes skin from deep inside 2X whitening effect Intense moisturizing Reveals skin health and radiance
Natural White Face WashOlay Natural White Face wash is an enriched formula that thoroughly cleans your skin, effectively removing impurities and taking you close to perfect fairness. It contains mulberry leaf extract and vitamin C in order to inhibit melanin production and restores your natural fairness. So your skin is prepared for its whitening care. Naturally cleaner and fairer skin, ready for moisturizing Removes makeup and impurities.
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2. Olay white Radiance : Olay White Radiance helps your skin achieve celLucent fairness by addressing hydration, translucency and whitening: Whitening: Hyper pigmentation, which is the over-production of melanin in skin cells, gives the innate skin layers a darker appearance. Olay White Radiance is able to decrease melanin transfer significantly to ensure that the cells that move up to the surface of the skin are naturally fair. Translucency: A rough, flaky skin surface makes skin look lack lustre. As cells stay on the skin's surface, they are exposed to various environmental factors that may damage the appearance of the skin. Niacin amide increases the cell turnover rate to ensure that the cells at the surface are always bright and new, achieving a translucent complexion. Hydration: Translucent skin, coupled with a silky smooth hydrated surface, allows light to reflect off the skin so your inner fairness shines through and skin glows with that celLucent fairness.
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The white radiance series includes the following: Olay White Radiance Protective Cream with SPF 24An everyday cream perfect for people who like their moisture creamy thick. Olay White Radiance Protective Lotion with SPF 24An easy to apply lotion, ideal for a lighter feel and can be used daily. Olay White Radiance Night Restoring CreamA night cream to protect from the harsh cold blast of the aircon.
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Olay White Radiance whitening and soothing MaskAn intense formulation mask for weekly use. Leave for 15 minutes to soak up the whitening and moisturizing benefits. Olay White Radiance UV Blocker with SPF 30Ideal for Whitening Divas who spend a lot of time outdoors. Olay White Radiance spot correctorFor eradicating dark spots, can be used morning and night, after cleansing and before applying moisturizer. Olay White Radiance Eye SerumApply special care to the thinner skin around the eyes, use morning and night before applying moisturizer. Olay White Radiance Purifying foaming cleanserThe purifying foaming cleanser effectively deep cleanses the skin to remove dirt, oil and make-up to prepare the skin before any application of Lotion and Creams.
3. Olay Regenerist :
Brand Ambassador: Madhuri Dixit Olay Regenerist is Olay's most awarded range, having won recommendations and awards from many international beauty and lifestyle magazines. Olay Regenerist is one of the simplest
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& most effective ways of acquiring younger looking skin without going through clinical procedures.
Olay Regenerist line-up consists of the following product range: Regenerist Cream Cleanser Available for Rs. 349 Detoxify and resurface your skin at the cellular level for the beautifully regenerated look of a mini-professional treatment. Regenerates skins surface at cellular Deep cleanses, exfoliates to detoxify, and conditions level
First step to revitalised, youthful looking skin. Gently cleans and exfoliates for revitalised, younger looking skin. Contains
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oxygenated derma bead formula to gently remove oil, dirt, make-up residue and dead surface skin cells. Creamy formula that leaves the skin hydrated. Regenerist Eye Lifting Serum Available for Rs. 899 This innovative eye lifting serum in a non-greasy formula contains Olays exclusive amino peptide Complex that hydrates to help visibly firm reduce appearance of deep lines and brightens the area around the eyes and even out skin tone. Dermatologically and ophthalmologically tested. Amino peptides help regenerate skin's appearance at the cellular level without drastic measures like chemical peels or laser to reveal dramatically younger looking skin. Regenerist Regenerating Serum Available for Rs. 1299 Olay Regenerist Daily Regenerating Serum is a an innovative skincare regimen which combines anti-aging ingredients like Vitamin B3, Vitamin E, Pro-vitamin B5, green tea extract, allantoin, and amino-peptide complex. This concentrated formula is 100% fragrance, colour, and grease-free so it hydrates and restores damaged skin to its ideal state, making it clean, clear, soft, and smooth. Being dermatologist-tested and recommended by them, Olay Regenerist Daily Regenerating Serum is very safe to use on all skin types. Daily application of Olay Regenerist Daily Regenerating Serum on your entire face will hydrate and rejuvenate it to diminish all
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traces of fine lines and wrinkles, leaving your skin soft, smooth, young-looking and glowing like a babys skin. Best of all, not only are you safe from the suns damaging UV rays which can cause aging and some health problems, but it is easy on the budget too, so you can use it as long as you like. There is no need for you to undergo costly procedures such as cosmetic surgery, lasers, or chemical peels which are sometimes painful. You only need one effective product to keep your skin looking as young as ever. Olay Regenerist Daily Regenerating Serum, with its clinically proven affordable yet effective skincare regimen, takes years away from your face and makes it look and feel younger. Regenerist Regenerating Cream SPF 15 Available for Rs. 1199 Formerly known as, Twice the regeneration power*

"Perfecting
Cream".
regeneration + intense dry skin hydration amino-peptide complex
*Olay Regenerist doubles skin's surface cell regeneration rate vs. untreated skin...for younger looking skin without drastic measures. Regenerist Deep Hydration Regenerating Cream uses our exclusive amino-peptide complex, which combines Vitamin E,
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Pro-vitamin B5 and Olay moisture in a rich, non-greasy formula. It visibly regenerates skin's appearance and intensely hydrates dry skin. Unique dispensing pump delivers a fresh, clean application every use. Suitable for everyday use for normal, dry, and combination skin. Younger looking skin without drastic measures. Instantly the appearance of fine lines and wrinkles is softened and skin's texture is improved. Over time your skin's appearance will be beautifully regenerated. Use alone or create your own regimen with other Regenerist skin care products. Regenerist Night Firming Cream Available for Rs. 1199 Moisturizes all night like a time-released effect to firm skins appearance while you sleep For the following skin types: Dry, Normal Helps with these face concerns: Fine Lines/Wrinkles, Loss of Firmness/Elasticity, Dull Skin, Dry/Flaky Skin, Large/Visible Pores Benefits: Anti Aging, Heals & Protects, Firming Youll love Regenerist Night Recovery Moisturizing Treatment because it: hydrates hour after hour while you sleep, doubles skins surface cell regeneration rate vs. untreated skin. Suitable for everyday use. For normal, dry and combination skin.
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Wake up to the look of a mini-lift each morning. Olay Regenerist Night Recovery Moisturizing Treatment doubles skins surface cell regeneration rate vs. untreated skin so you can wake up to the look of a mini-lift each morning. Using an exclusive night-time amino-peptide complex with a timerelease effect, Regenerist Night Recovery hydrates hour after hour while you sleep. Suitable for everyday use for normal, dry and combination skin. Smooth over cleansed face and neck every evening. Wake up to the look of a mini-lift each morning. Olay Regenerist Night Recovery Moisturizing Treatment doubles skins surface cell regeneration rate vs. untreated skin so you can wake up to the look of a mini-lift each morning. Using an exclusive night-time amino-peptide complex with a time-release effect, Regenerist Night Recovery hydrates hour after hour while you sleep. Suitable for everyday use for normal, dry and combination skin. Smooth over cleansed face and neck every evening.
4. Olay Total Effects :

Olay Total Effects is a breakthrough anti-ageing moisturizer containing the patented Vita niacin formulation - an exclusive anti-ageing combination of Niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol), in addition to sunscreen protection, making it ideal for Indian skin. The beauty breakthrough was launched by Indias leading beauty icons who have tried Olay Total Effects and seen a visible
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difference in their skin Olay ambassador Sushmita Sen, celebrity hair stylists and beauty experts Dilshad Pastakia & Coleen Khan Affonso, TV Anchor & actor Tisca Chopra, health and wellness expert Shikha Sharma, Economist & Head, Future Trends (Future Group) Roopa Purshottaman, and fashion designer Anita Dongre. In addition, Olay Total Effects VitaNiacin technology was endorsed by Indias Leading Dermatologists at a conference where the results of a recent Clinical Study on Ageing-Skin were shared. Regular usage of Olay Total Effects with the breakthrough Vita Niacin complex ensures just one product helps Fight the seven signs of ageing, as it o Visibly reduces lines & wrinkles o Gives soft and smooth skin o Visibly reduces dark spots o Provides sun protection for even skin tone o Gives firm looking skin o Provides radiant, glowing skin o Visibly reduces the pore size
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The total effects range includes the following products: Olay Total Effects Day Cream Spf 15 50gm MRP Rs.699 for Total Effect+ is specially formulated with 7 vitamins and minerals, Olay exclusive anti-aging formula, Vita Niacin. It also contains broad spectrum SPF 15 UVA/UVB sunscreen and intensive moisture for younger looking skin. For those concerned about sun exposure, the #1 cause of premature visible aging, this daily facial moisturizer provides the benefit of 7 anti-aging therapies in 1 essential product plus protection against sun damage. Line Minimization: Reduces the appearance of fine wrinkles Nourishing Moisturization: For a radiant, healthy glow Tone Enhancement: Balances colour & reduces appearance of age spots Gentle Exfoliation: Smoothes and evens skin texture Pore Refinement: Minimizes the appearance of pores Free Radical Defense: Helps prevent damage to skin's surface Subtle Lifting: Hydrates for firmer skin appearance
Olay Total Effects Foaming Cleanser 100Gm MRP Rs.225
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7 Anti-aging cleansing benefits in 1 daily cleanser. Use Olay 7 in 1 Anti Aging Foaming Cleanser for clean, visibly youngerlooking skin. Olay Total Effects Revitalizing Daily Foaming Cleanser provides 7 anti-aging benefits in 1 cleansing step: Olay 7 in 1 Anti Aging Foaming Cleanser provides:

Thorough cleansing Natural moisture balance Pore appearance reduction Line appearance minimization Radiance enhancement Maintains softness Gentle purification
Olay Total Effects Serum 50ml MRP Rs.700 Target uneven skin tone and texture with a concentrated anti aging serum that combines smoothing moisture technology with vitamins and minerals. Smoothes skins texture with advanced moisture technology Fights 7 signs of aging Olay Total Effects Serum provides the concentrated anti aging power of advanced smoothing moisture technology with
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vitamins and minerals for younger-looking skin with smoother texture and more even tone. Olay Total Effects Serum fights 7 signs of aging (fine lines and wrinkles, rough texture, uneven skin tone, dullness, prominent pores, age spots, and dryness) by: o moisturising to soothe and nourish dry skin o Smoothing skins texture with gentle exfoliation o Minimizing the appearance of fine lines and wrinkles o Balancing colour and tone o Brightening skin with a healthy-looking radiance o Refining to minimize the appearance of pores o Reducing the appearance of age spots and redness
Olay Total Effects Logo Parent Company Category Sector Tagline/ Slogan Procter and Gamble Personal Care brands - Skin care FMCG Fight 7 signs of aging
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USP STP Segment
Keeps the skin younger with ageing of the body
Personal care anti aging cream Middle aged and younger women above 25 years of age of higher middle class Prevents aging as well as makes one look younger than her age
Target Group
Positioning SWOT Analysis
Strength
1. Strong and effective marketing and promotion 2. Support of P&G 3. Effective in preventing anti aging and removing dark spots etc 4. Widely spread distribution network 1. High price limits the target customers 2.Confusion over the original Olay in
Weakness
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different markets 3.Brand image less established than other products like Ponds 1. Explore international market 2.Product development and innovation 3.Expanding online presence 1. Presence of established brand names and stronger companies 2.Threat of new entrants 3.Difficult to change the brand loyalty of customers towards other brands
Opportunity
Threats Competition
Competitors
1.Ponds 2.Garnier 3.Lakme
Launch of Olay Men Solutions in India: Olay the leading skin care brand has launched its premium range of skin care products for men. Olay Men Solutions
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deliver a complete package of an assorted range of skin care products, specifically designed to fight the three principal skin problems often witnessed in men. The premium range includes a cream and gel moisturizer along with an eye gel, cream, and a gel facial cleanser and a toner.
The new age men are extremely active not only professionally but even socially and hence, they are more conscious regarding their appearance. A well-groomed man comes across as more confident, which in turn, escalates his overall performance and professional growth. It is no more restricted to merely, wearing stylish clothes coordinated with exclusive designer shoes and watches. Men are now, waking up to the
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dire requisite of personal grooming and thus, devotedly dedicating more time for skin care. A prominently defined skin care regime is an absolutely unique facet for men and its high time indeed, they compulsively stopped using their wives or their girlfriends skin care products. The male skin is completely different from that of the female and therefore, they require specified products, which suit and complement their skin tones perfectly. Their skin is much thicker in texture and owing to regular shaving; the pores are perennially exposed to dust and dirt. Their skin also looks oilier due to the excess secretion of sebum and sweat. So it is essential for them to use such products that will address all of these concerns. The products are priced as under: Product Multi-Solution Revitalizing Cream (50g) Cream Foaming Cleanser (100g) Multi-Solution Eye Gel (15ml) Balancing Gel Moisturizer (50g) Oil Control Cleanser (100g) Multi-Solution Refreshing Hydrating Toner (150ml) Price Rs. 699 Rs. 399 Rs. 699 Rs. 699 Rs. 399 Rs. 699
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"Men's fairness creams constitute just a tenth of the segment. While it is an area which has potential, there are already a lot of options. The launch of another brand may not create any breakthroughs," commented an analyst. He compared the men's fairness segment with the deodorant market, which has seen many launches after the success of Axe, but have fragmented the sector, eating into each other's revenues. P&G's product has found its way to India after China. The company also owns Gillette, which is a men's only brand, and it plans to add more products to its portfolio. Olay Men's Solutions will see high-end marketing, as the products are in the premium category. Emami was the first to target the metrosexual with "Fair and handsome" five years ago. As the brand took off, there were
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back-to-back launches. Hindustan Unilever (HUL) went to the market with "Fair and Lovely Menz Active", and then there was "Nivea for Men", "Garnier Powerlight for Men" and "Vaseline Men". All of them have had significant sales, but Emami has stayed the leader. Emami reported sales of Rs125 Crore till December 2010, proof of its pioneering position and strength as an exclusively men's brand, unlike the others who derive their strength from their fairness products for women. "The brand is looking for a significant value growth on its present base (26%- MAT on December 2010)," says an Emami spokesperson. The men's fairness cream market is estimated to be valued at Rs300 Crore, but has seen a robust growth for most brands at 25%-30%. By contrast, the huge Rs3, 000 Crore women's fairness cream market is growing at 10%-15% annually. The men's fairness sector is yet to realise its full potential, as many men still use women's fairness creams. Emami says that there is a huge demographic to be tapped, with an estimated six to seven times more males using women's fairness cream than males using men's only fairness creams. "This is a lucrative area, but it really depends on the brand placement," said an advertising company spokesperson. "Each
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brand is appealing to a section of men and a new brand has to create its own niche to succeed. Pricing, too, becomes important because a majority of the customers go for products which offer value for money."
Placing the brand under Saatchi and Saatchi:

P&G has launched Olay Total Effects with VitaNiacin that help fight the seven signs of skin ageing. The new product will see Saatchi & Saatchi work on the creatives. Former Miss Universe and actress Sushmita Sen has been roped in as brand ambassador for the newly launched Olay Total Effects in India. There will be two media agencies handling the media duties Madison Media and Starcom MediaVest for media buying and planning, respectively. Vaishali Bhat, Associate Director, P&G India, commented, Olay is a known skincare brand in the worlds fashion capitals. With the launch of Olay Total Effects with breakthrough VitaNiacin complex, we are delighted to provide every Indian woman with one product that helps fight the seven signs of ageing. Hundreds of real consumers across the world who put Total Effects to the test have fallen in love with it. We are very excited about Olay Total Effects because we believe this product not only offers a
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new equation of beauty by helping fight the seven signs of ageing, but also provides practical benefits like ease of application and easy to carry. Along with Sen as the brand ambassador, Indias other leading beauty icons who have tried Olay Total Effects and have seen a visible difference in their skin, launched the beauty product. They are celebrity hair stylists and beauty experts Dilshad Pastakia and Coleen Khan Affonso, TV anchor and actor Tisca Chopra, health and wellness expert Shikha Sharma, economist and head of Future Trends (Future Group) Roopa Purshottaman, and fashion designer Anita Dongre. The TVC of the new product will be soon released. Commenting on how the need for a one-stop skin care product has led her to endorsing Olay Total Effects, Sen said, Firstly, like Olay, I too believe that looking beautiful is one thing, but feeling beautiful is everything. This in-depth understanding of a woman inspired me to associate with Olay Total Effects. Secondly, hectic schedules and continuous exposure to sunlight, air conditioned vans, pollution, HMI lights, heavy make-up, etc. had taken a toll on my skin. Unfortunately, I do not have the luxury of lengthy skin care regimes. But thanks to regular usage of Olay Total Effects, I can now fight the signs of ageing and get younger looking skin, all in one tiny bottle.
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Consumer research conducted by P&G revealed that women tend to perceive only fine lines and wrinkles as a sign of skin ageing. But, the fact is that there are seven such signs including appearance of pores, age spots and uneven skin tone, among others. The research also disclosed that very few women knew that the skin ageing process starts in their mid-20s, and not in the late 30s, as most perceive it.
The banned Olay commercial:

A TV ad in which Eve Cameron, the beauty director of She magazine, promotes the "pent peptides" in Olay anti-ageing skin cream as "effective in reducing the appearance of lines and wrinkles" has been banned for being misleading. In the commercial, created by ad agency Saatchi & Saatchi, Cameron promotes Procter & Gamble's Olay Regenerist skin care cream. She cites a study presented at the World Congress of Dermatology that she claims showed that pent peptides reduce the appearance of lines and wrinkles.
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However, the Advertising Standards Authority, which received 46 complaints about the ad, ruled that viewers would be unfamiliar with the way scientific data was validated. So Cameron's statement that the study presented at the WCD showed pent peptides were effective would misleadingly encourage them to believe that the findings were supported by "a large scientific meeting", the regulator added. The ASA said the ad must not be broadcast again in its current form. Cameron, who has published five books and appeared on TV shows including How to Look Good Naked, took over fronting the Olay ads last year from Nadine Baggott, a health and beauty editor for Hello! Magazine. In the ad Cameron says: "So if you're not ready for cosmetic injections, but want dramatically younger-looking skin, try Olay Regenerist with pent peptides. Women who aren't ready for cosmetic injections constantly ask me to recommend a skin cream that really works. So I was excited when this study, revealed at the World Congress of Dermatology, showed that pent peptides are effective in reducing the appearance of lines and wrinkles." The ASA received complaints about the ad over four issues. Two viewers complained that it implied Olay could deliver the same benefits as injections. The watchdog upheld this
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complaint, stating that lines delivered by Cameron, such as "women who aren't ready for cosmetic injections constantly ask me to recommend a skin cream that really works", were misleading. P&G said it would include in future ads the line "results not equal to medical procedures". The regulator said that "many viewers" had complained the ad was misleading and offensive because it implied that cosmetic injections were a "natural or inevitable step" for women as they got older. The ASA rejected these complaints. Another viewer, a doctor, challenged whether there really was scientific evidence that pentapeptides reduced lines and wrinkles. The doctor also argued that the ad misleadingly implied that the scientific community supported the paper presented at the WCD. P&G said it had carried out two studies into Olay Regenerist, which showed that the level of pentapeptides in the product "significantly reduced the appearance of lines and wrinkles". One of the studies was published in the International Journal of Cosmetic Science in 2005. The paper on pentapeptides was also presented at the WCD and was "entirely factual," P&G added. However, the ASA upheld the doctor's two complaints. An expert asked by the ASA to look at the claims made by the Olay ad said there were "methodological gaps in the
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management of results and interpretation of data presented in the published paper [by P&G]". The ASA expert added that the study that had been published had not shown that the changes when using pentapeptides were "at a level of significance" to make the claim it reduced the appearance of lines and wrinkles. In the self-evaluation part of the study, test subjects reported no effect for the pentapeptide-containing product. A second study "in some respects contradicted the results in the published paper" and had also not proved that the pentapeptide product was likely to produce results "visually significant to the consumer", the ASA said. "Although we acknowledged that, as a moisturising product, Regenerist was likely to temporarily reduce the appearance of lines and wrinkles, we considered that, to substantiate this type of claim the results from the studies should be ingredient specific, perceptible to the consumer and consistently in favour of that claim," said the ASA. "We concluded that P&G had not provided evidence sufficient to support the claim."
The Animal Testing Controversy in 2005:

P&G is engineering ultra-tiny nanoparticles that can penetrate skin and hair in ways that naturally occurring
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molecules dont. Their intention is to produce new types of cosmetics and hair products. Inside every bottle of Oil of Olay Complete UV Protection moisturizer is a little bit of nanotech. Not surprisingly P&G are involved in animal testing of nanoparticles. A study published in Dec 2005 reveals how one thousand hamsters, mice and rats were killed in a test where they were placed in sealed boxes and forced to breath air contaminated with nanosoot particles. The idea being to see how much damage was caused to the animals lungs. When the animals given the highest doses were killed and dissected their lungs were found to have doubled in weight. During the tests they suffered severe and persistent lung injury, which was left untreated - for several months in some cases. Several animals died before the end of the experiment due to a lack of basic care, such as nine rats that were not given water. Hamsters became ill and died because they were moved into plastic cages, despite the scientists knowing that this could harm them. P&G are also pushing for a massive new animal testing programme to assess how poisonous different nanoparticles are. Despite this they continue to claim that animal testing is a last resort.
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Genetic Engineering P&G are involved in genetically engineering mice to create new ways of testing ingredients for use in products such as laundry liquids, Fairy liquid, Flash cleaner, skin care, hair products and other cosmetics. Genetic engineering is known to cause serious animal welfare problems due to the fact that large numbers of animals are involved, surgery and other invasive procedures are used in their creation, and that genetic modification is likely to cause harmful deformities. Mice have been genetically engineered to be more vulnerable to asthma and lung damage in order to test a P&G detergent enzyme called subtilisin. The substance was repeatedly injected into the bodies and up the noses of the mice, causing their lungs to become damaged and filled with blood, followed by pneumonia.
Skin Irritancy Tests

Eighteen rats suffered liver damage in skin irritancy tests for chemicals to be used in hair care products and fabric softener. The chemical was applied to the rats that were then wrapped to prevent them from trying to lick themselves clean. It is believed that the injuries occurred both as a result of being wrapped too tightly and during unwrapping, one rat
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died from such injuries before the end of the test. This happened despite an earlier P&G paper that highlights this as a potential problem. Washing Powder Ingredients P&G have repeatedly tested an ingredient called NOBS on animals even though the chemical had been found safe in a massive trial on human volunteers and has been in use for several years. Painful and lethal skin allergy tests were carried out on guinea pigs as well as lethal tests on mice. These tests were not a legal requirement and once again undermine P&Gs claims that testing on animals is a last resort. Other P&G Animal Testing. An acute toxicity test where dogs were force-fed large amounts of a cleaning chemical by stomach tube Cancer and toxicity tests on rats and mice of optical brighteners and other washing powder ingredients Long-term poisoning tests in animals for colouring agents Mice have been repeatedly force-fed a synthetic musk fragrance. P&G are often quoted as stating: Sometimes, but only as a last resort, we must conduct research involving animals to ensure materials are safe and effective and We are passionate about continuing our progress in developing alternatives to research involving animals. Of course these kinds of statements are standard industry
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spin. As these few examples show, thousands of animals die at the hands of P&G every year in tests for trivial and totally unnecessary ingredients aimed at improving their profit margin.
Olay brand Experience:

Procter & Gamble calls it the first moment of truth. Its that point at which the shopper evaluates the brand and decides to buy. Or not to buy. Even a brilliant international brand marketer like P&G acknowledges that it cannot gain enough access to that moment. So the Cincinnati-based company has set up a freestanding brand experience counter in a local mall for its Olay skin care line on a three-month trial run. Its designed to gather intelligence and spread information but not to sell. The freestanding Olay brand experience that it has installed at the Kenwood Towne Centre in Cincinnati, Procters back yard, is strictly a learning experience. We need to find out how the consumer reacts to our brand, says John Brownlee, the Olay brand manager. Olay is a mass-tige brand, the higher end of the skin care products sold off the shelves of mass market destinations like
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Wal-Mart, Target, CVS and Kroger. Naturally, P&G has done tons of market research on customer preferences and reactions, but Brownlee acknowledges that thats not always reliable. Focus groups tend to be a bit artificial, he concedes. People are not in a buying situation. And they sometimes tell you what they think you want to hear. The freestanding counter, conceptualized and designed by Benchmark (Cincinnati), clearly states the Olay name and brand position and is set up to engage shoppers in conversation. Its also located where the Olay market shops. Kenwood Towne Centre is the areas premier fashion mall. And the 130-square-foot booth is in an aisle populated by Aveda, Guess, Express and Abercrombie & Fitch leading to a Parisian store. Stanchions at all six mall entrances announce Olays presence with large model photography and a simple copy line: Experience Olay like never before. Its a different environment for a familiar brand, says Camille Popplewell, vp and market leader of Benchmarks beauty and fashion group. We think the unexpected coming upon Olay in such an unfamiliar setting will stop shoppers and encourage curiosity.
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It also had to have strong brand identity, says Maria Deacon, Benchmarks senior environmental designer. So the Olay logo is large and clear and backlit on all four sides of the space. Its very Chanel-esque, and shoppers will identify with it. The space is open, with room for movement and counterspace for consultations and information. But it wont be only trained beauty consultants having those conversations. This is primarily a learning opportunity for us, Brownlee insists, so well have P&G marketing people there and product development people and even finance people. For three months, well be finding out how well weve read the market, how much explaining our Olay products require and how well we create impact at the point of sale. You never get to control this kind of real estate in the store. And if a shopper wants to buy product? Well sell it to her, he says, or well give her a coupon for the nearest Kroger or CVS or Wal-Mart, or wherever she shops for Olay.
Saatchi & Saatchi won silver lion at Cannes for Olay:

A print entry for Procter & Gamble's Oil of Olay (in the Health & Beauty category) was awarded a Silver Lion in the Print
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category. The winning entry is a press ad, with just the words 0 to 60 in 100 years' on it, and a bottle of Oil of Olay at the bottom right-hand corner. The entry being from Saatchi & Saatchi Hong Kong, the Lion has been awarded to the agency's Hong Kong office.
However, Saatchi & Saatchi India can also take credit for this Silver Lion - for the simple reason that the idea came out of Saatchi India's Bangalore office. Speaking to agencyfaqs! From Cannes, Ramesh Ramanathan, national creative director, Saatchi & Saatchi India, explains this in detail. "We had come up with this idea, and we presented it to the Saatchi network. The network liked the idea immensely, and as there was a clear requirement for an idea on Oil of Olay in Hong Kong, and as our idea was relevant to that brand, it was executed there. I
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think this is a demonstration of how strong and how creativefocused the Saatchi network is." Interestingly, although Cannes has awarded the Lion to the Hong Kong office, in the record books, the creative credits go to Ramanathan, Ryan Menezes, Vinod Lal Heera Eshwer and Dinesh TP, apart from Tiffany Huang. "Yes, our Hong Kong office gets its name into the Cannes record books, but for us in Saatchi India, this is as good as getting the metal," says Ramanathan. "Within the Saatchi network, we get the credit. I am happy that my boys in Bangalore have proved themselves in Cannes as well."
Brand Ambassadors:
Sushmita SenOlay, the No 1 skin care brand in the world's fashion capitals, has now come to India. Launched by P&G, Olay Total Effects is a one-stop solution intended to help Indian women fight the seven vital signs of skin ageing. It has VitaNiacin technology and SPF 15 that fight ageing while also moisturising the
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skin and protecting it from sun damage. Olay Total Effects was presented to some of India's leading beauty icons and women achievers from the fields of fashion, beauty, television, the corporate world, fitness industry and academics. After a period of four to six weeks, these women shared their positive experiences with the product and some are now even passionately recommending Olay Total Effects. Sushmita Sen, whose hectic life takes a toll on her skin and causes discolouration and makes the fine lines visible, said Olay Total Effects did wonders for her. "You can actually see the difference on my skin. I just love the product. It's such a one-stop shop," said the former Miss Universe. Television actress and anchor Tisca Chopra revealed, "My make-up man said, 'Madam, there is no need to use base on your face now'."
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While popular hair-stylist and beauty expert Coleen Khan laughed, "My mother-in-law complimented me for the way my skin was glowing, what more can I ask for?" And celebrity hair-stylist of the stars, Dilshad Pastakia added, "Now there is no need to carry a bag of skin care products and treatments. Olay Total Effects has replaced all of them." Meanwhile, health and wellness expert Shikha Sharma who has helped several women stay young and healthy, said people were asking her what she was doing these days. "My skin has such a glow," she said. Economist Roopa Purushottaman exclaimed, "My old teacher asked me, 'What are you doing to your skin, it's better than when you were in my class!'" Leading cosmetologist and dermatologist Dr Kalpana Sarangi explained the reason behind these compliments for Olay Total Effects. "VitaNiacin is an effective combination of vitamins that fights the seven signs of skin ageing, leaving the skin soft, smooth, radiant, even toned and firmer. It is ideal for Indian skin because Olay Total Effects is coupled with moisturiser and sun-protection." A ten-week clinical study of 200 Indian women between 30 and 60 by a panel of leading dermatologists analysed the
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effects of a VitaNiacin moisturiser versus an ordinary moisturiser. After a discussion using global and Indian data, the panel concluded that the VitaNiacin-containing moisturiser can fight the seven signs of skin ageing and its technology is suitable, safe and acceptable for Indian women.
Katrina KaifKatrina has been named the brand ambassador of cosmetic giant Olay's Natural White cream that launched a white radiance range in India recently. Talking about her selection of brand endorsements, Katrina said: "Be it a skin, hair or a jewellery product, I am very selective about the brands I endorse. I undertake extensive research on the company and try to ensure that the brand delivers on its promises made to the user of the product. A source close to the actress said: "Katrina is a teenage icon of today. The international brand found her to be the apt model to market their product.
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The 25-year-old created waves when she replaced Aishwarya Rai as the brand ambassador of Nakshatra last year.
Kajol An Olay loyalist for a few years now, Kajol claims she gets compliments about her youthful looks till date. Watch this clip as she reveals her secret. Total Effects fights 7 signs of ageing for visibly youngerlooking skin. From cleansing to moisturising, Total Effects offers an array of products dedicated to making your skin look its best. Using an exclusive VitaNiacin formula, Total Effects moisturisers are also proven effective in fighting 7 signs of ageing the look of fine lines and wrinkles, rough texture, the appearance of prominent pores and age spots, uneven skin tone, surface dullness, and dryness.
Karishma KapoorP&G welcomes Karishma Kapoor as the new brand ambassador for its premium anti ageing skincare line Olay Total Effects. Karishma is the latest entry to the Olay family of beauties who have defied age including actors Kajol,
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Shilpa Shetty, Tisca Chopra and Ira Dubey. Karishma switched to Olay Total Effects that works on the seven signs of ageing and said, Before I tried Olay Total Effects, I thought skin ageing was inevitable, now I realize it may not be completely true I can defy age and challenge whats possible with Olay Total Effects! She further added, As you age, for different skin ageing problems that appear one after another, you dont need a host of skin products; Olay Total Effects helps fight all the 7 signs of ageing and protects the skin effectively giving you 7 benefits in 1 bottle! Karishma says that after pregnancies her skin had started feeling stressed out. She started to notice dryness, dullness, dark spots; and thats when she felt the need for something for her skin. She adds, My favourite Olay product is the TE serum- it is light on my skin, has a high concentrate, and yet takes literally a few seconds to apply! Karishma further states, My experience with Olay Total Effects has been only great, everyone can see it. I guess I just could have not asked for more. All you need is Olay Total Effects. Why dont you try it and see the difference it makes?
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Karishma can be seen starring in a new television commercial for Olay Total Effects airing across major television channels.
Madhuri DixitThe girl with a gorgeous smile is back in Mumbai and has already started working on new projects, from an endorsement to movies. And we cant wait to watch her strut her stuff! Madhuri Dixit-Nene, the Dhak dhak girl of B-town, recently came back to settle in Mumbai with her family. There was much buzz about what she will do once she is back to home and B-town turf, what her priorities will be, et al. It was said that she wanted to take it easy and get back into the working girl groove slowly and steadily, concentrating on home and hearth before stepping into the studios, but we heard something that kind of contradicts that whole happy tale. Madhuri has apparently been approached by bigname cosmetics brand Olay to be a brand ambassador. As our sources revealed, she has accepted the offer and is all set to be the face of the product chain. Olay is apparently trolling Farmville for the right set of ambassadors for the
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well-known anti-ageing range. First it was Karishma Kapoor, now the gorgeous face of Madhuri. Even as confirmation of this whole tie-up is awaited, we are all really keen to find out whether Madhuri has really accepted the proposal or not. Also, we have heard that Madhuri has said yes to the sequel to Ishqiya, taking over from the sultry Vidya Balan who, by the way, is not signing any new work on until The Dirty Picture does its thing at the BO and she is starting work on the new film soon, once dates are worked out. Arshad Warsi and Naseeruddin Shah will play the same roles they did in the first one.
Advertising campaign, featuring the tagline, "Love the Skin youre in."
Oil of Olay launched a new advertising campaign in October, featuring the tagline, "Love the Skin youre in." Company research revealed that women are tired of false hype and
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promises and need to be reached on an emotional level. The new campaign suggests that women don't need to look like models to love themselves or their skin. The use of warm, muted colours also conveys a softer quality than Olay's previous ad campaign. "The new campaign invites women to move from just liking their skin to loving it," said Gina Coleman-Drosos, global general manager, Olay. "This is something we strive to do every day with the skin care products we offer to women around the world."
Olay Total Effects: Fight seven signs of ageing Campaign
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Olay Total Effects provides a huge of benefits to bring the beautiful younger looking skin women want and the dynamic skin they need. The key to this is the radical new formula from Olay containing a combination of two innovative ingredients VitaNiacin and Anti-Oxidants, which together work to fight 7 signs of ageing and give younger looking skin.
The Regenerist Campaign Launched recently by Madhuri Dixit
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Actress Madhuri Dixit launched Olay Regenerist, Olays premium skin care range in India on Nov.2nd 2011 at Hotel J.W. Marriott. She is the official brand ambassador and the face of the Olay Regenerist range in India and unveiled the premium range from Olay in Mumbai. At the launch, Madhuri explained the process of cellular regeneration fostered by amino-peptide complex which is the main ingredient in Olay Regenerist range. She also highlighted the fact that it is one of the simplest & most effective ways of acquiring younger looking skin without going through clinical procedures.
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The questionnaire for the research work

Q1. What is your Age? 18-25 25-30 30-35 35 above
Q2. Do you have wrinkles on your facial skin? Yes No Never realised Q3. Are you bothered about your age wrinkles affecting your looks? Very much bothered Bothered a bit Not at all bothered Q4. Do you prefer the use of creams and lotions? Yes No Sometimes Q5. On what basis do you prefer buying skincare product?
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Price Brand Quality Reviews Celebrity Others
Q6. What brand of skincare product you are using right now? Lakme LOreal Garnier Ponds Other _______________________
Q7. Have you ever heard about Olay? Yes No Q8. From where did you hear about Olay? Advertisements Promotions Peers Internet Never heard Others
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Q9. Have you seen the latest campaign of Olay Regenerist featuring Madhuri Dixit with the Tagline challenge whats possible? Yes No If yes, then is the campaign better than the previous Love the Skin you are in campaign featuring Kajol? Comment
Q10. Has this ad affected your buying decision? Yes No
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ANALYSIS OF THE RESEARCH
Number of Samples: 50 Age group: 20 above Gender: Mainly females Area: Mumbai Objective: To understand the acceptance of Olay among the
Indian audience.
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Q1. What is your Age? 18-25 25-30 30-35 35 above
Age Group
35 above 18%
18-25 20%
30-35 22% 25-30 40%
Most of the people researched were in the age group 25-30. People in this age group are more concerned about their skin than others. As they are the working population and face many skin problems.
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Q2. Do you have wrinkles on your facial skin? Yes No Never realised
facial wrinkles among women
Never Realised 18%
Yes 48%
No 34%
Most of the women say they have developed wrinkles on their face. 34% women say they have not got any wrinkles and 18% of them never realised.
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Q3. Are you bothered about your age wrinkles affecting your looks? Very much bothered Bothered a bit Not at all bothered
Wrinkle Bothering among women
Not at all bothered 16% very much bothered 46%
Bothered a bit 38%
46% of women are very much bothered about the wrinkles on their face. About 38% show a bit bothering. 16% of them not at all care about them.
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Q4. Do you prefer the use of creams and lotions? Yes No Sometimes
Preference of the use of creams and lotions
Sometimes 27%
No 10%
Yes 63%
63% of women i.e., majority of them prefer using creams and lotions. 10% of women do not use any of them. 27% women sometimes use them either in winters or just for certain occasions.
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Q5. On what basis do you prefer buying skincare product? Price Brand Quality Reviews Celebrity Others
How women choose their skincare products?

Other 6% Price 10% Celebrity 16% Reviews 8% Brand 21%
Quality 39%
Majority of women look for quality in the products they opt for. Then they look into the brand and the celebrity endorsing the product. Few of them bother about price whereas some look for the reviews the product has got.
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Q6. What brand of skincare product you are using right now? Lakme LOreal Garnier Ponds
Skincare Brands Preferred
Ponds 18%
Lakme 28%
Garnier 14%
L'Oreal 40%
40% of women prefer LOreal skincare products over other brands. Then the second mostly preferred is Lakme and then comes Ponds and Garnier.
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Q7. Have you ever heard about Olay? Yes No
Is Olay a recognised brand among women?
No 35%
Yes 65%
Mostly women are aware of the existence of brand Olay in the market. But 35% of them do not know the brand. These maybe the women who are housewives or are not so open to the mass media.
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Q8. From where did you hear about Olay? Advertisements Promotions Peers Internet Never heard Others
how people got to know about the brand?

Others 8% Internet 10% Peers 12% Advertisements 46%
Promotions 24%
Most of the people got to know about the brand from the advertisements. As most Indian women are housewives and are therefore glued to T.V sets most of the time. Most of them get to know through promotional events held in malls and shopping areas. Others get to know through peers, internet and other sources.
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Q9. Have you seen the latest campaign of Olay Regenerist featuring Madhuri Dixit with the Tagline challenge whats possible? Yes No If yes, then is the campaign better than the previous Love the Skin you are in campaign featuring Kajol? Comment
Are people aware of the latest Olay Regenerist Commercial?

Yes 34% No 66%
Most of the people are not aware of the recent commercial featuring Madhuri Dixit. Maybe because it is just launched last month. Only 34% people know about the ad. People who know about the campaign think that the previous campaign was good as they could also relate to it. It had life story which they could relate to.
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Q10. Has this ad affected your buying decision? Yes No
Has the Olay commercials affected their buying behavior?
No 42% Yes 58%
58% of women say the commercials have actually made them try the products at least for once. Sometimes the situations mentioned are so similar that you tend to get convinced. But 42% of women are rational buyers and are not influenced by such commercials at all.
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Conclusion
Olay which is very successful in abroad among the leading skincare brands is making its hold in India but on a slower pace. People tend to use the products they are used to rather than trying new ones. But advertising can do wonders to change the buying decision of people. It makes them aware of the product and at the same times gives a 3D picture of the product. People buy on the basis of what they see and hear from their surroundings. But sometimes, advertising can be misleading and can raise issues in the society (the animal test controversy of Olay). This can prove to be harmful for the Brand Image. Thus, advertising should be for the people to buy the product without affecting their beliefs. Olay is doing a great work by inventing new products and advertising them by taking endorsers with whom people can relate to very well. The brand would soon establish the same spot in India as it has in foreign countries.
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Webliography
http://en.wikipedia.org/wiki/Olay http://www.totalbeauty.com/reviews/product/75029/olay-total-effects-7signs-serum
http://www.andhranews.net/india/2007/August/4-Olay-India-photo.asp?Id=1 http://www.afaqs.com/advertising/creative_showcase/index.html?id=29792&
media=Digital&type=Indian
http://bloggers.com/post/madhuri-dixit-chosen-as-brand-ambassador-of-olayregenerist-3890564
http://www.bestadsontv.com/ad/36987/Liam-Wielopolski-Olay-anti-ageingcream-Facelift
http://www.olay-brand.info/does-olay-do-animal-testing.html http://www.safe.org.nz/Campaigns/Against-Procter-and-Gamble/ http://www.olay-brand.info/olay-logo-meaning.html http://www.managementparadise.com/forums/marketing-researchmr/205624-background-detail-olay.html
http://www.possibleworldwide.com/case-studies/olay-total-effects-aai/
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Professor:Bhumika A. Desai Topic: Olay Year: 2011-2012

ADVERTISING & MARKETING RESEARCH OLAY

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1. Olay Natural White

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regeneration + intense dry skin hydration amino-peptide complex

ADVERTISING & MARKETING RESEARCH OLAY

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4. Olay Total Effects :

ADVERTISING & MARKETING RESEARCH OLAY

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Olay Total Effects Foaming Cleanser 100Gm MRP Rs.225

ADVERTISING & MARKETING RESEARCH OLAY

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USP STP Segment

Keeps the skin younger with ageing of the body

Positioning SWOT Analysis

ADVERTISING & MARKETING RESEARCH OLAY

1.Ponds 2.Garnier 3.Lakme

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Placing the brand under Saatchi and Saatchi:

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The banned Olay commercial:

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The Animal Testing Controversy in 2005:

ADVERTISING & MARKETING RESEARCH OLAY

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Skin Irritancy Tests

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Olay brand Experience:

ADVERTISING & MARKETING RESEARCH OLAY

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Saatchi & Saatchi won silver lion at Cannes for Olay:

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ADVERTISING & MARKETING RESEARCH OLAY