Olay (autosaved)

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 -
2011-2012
OLAY

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 Dinah’s
frustration with thick, waxy beauty creams that came in shoe-
polish tins. They left her skin looking greasy, and they certainly
didn’t 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

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recognizable fragrance. At last, legendary oil of Olay Beauty
Fluid was born.

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 Graham’s 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.

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This led to the introduction of Oil of Ulay (UK and Ireland), Oil
of Ulan (Australia) and Oil of Olaz (France, Italy,
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 Merrell’s 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&G’s billion
dollar brands in 2003. Since then, the range has been
expanded to include a full range of hypoallergenic variants,

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cleansers and creams with the aim of meeting the full range of
skincare needs, whatever the user's age or skin type. The
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. That’s 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

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Radiance (Asia) and Olay Vitamins (USA). Olay is the market
leader in many countries including USA, UK, and China. Olay
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.
Olay’s 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 German-
speaking countries. Slogan: "Olaz läßt Sie strahlen." (lit: "Olaz
lets you shine.")
The Olay/Olaz brand is known for animal testing, according to
a list published by PETA.

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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:
It’s a milky white translucent tub with slightly grey cap,
adorning transparent labels with grey fonts. Nothing eye-
catching but its appearance is mild & smooth true to the
nature of the cream inside the tub.

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Olay’s 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
Its SPF 24 protection effectively helps protect the skin
against external damage from the sun.
Its nutrients rich formula help replenishes your skin’s
natural moisture level.

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 Natural White Night Cream-
Olay 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 Wash-
Olay 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.

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

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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. Niacinamide 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 24-
An everyday cream perfect for people who like their moisture
creamy thick.
 Olay White Radiance Protective Lotion with SPF 24-
An easy to apply lotion, ideal for a lighter feel and can be used
daily.
 Olay White Radiance Night Restoring Cream-
A night cream to protect from the harsh cold blast of the air-
con.

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 Olay White Radiance whitening and soothing Mask-
An 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 30-
Ideal for Whitening Divas who spend a lot of time outdoors.
 Olay White Radiance spot corrector-
For eradicating dark spots, can be used morning and night,
after cleansing and before applying moisturizer.
 Olay White Radiance Eye Serum-
Apply special care to the thinner skin around the eyes, use
morning and night before applying moisturizer.
 Olay White Radiance Purifying foaming cleanser-
The 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 skin’s surface at cellular level
• Deep cleanses, exfoliates to detoxify, and conditions

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 Olay’s 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 baby’s skin. Best of
all, not only are you safe from the sun’s 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, "Perfecting Cream".
Twice the regeneration power*

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
skin’s 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
You’ll love Regenerist Night Recovery Moisturizing
Treatment because it: hydrates hour after hour while you
sleep, doubles skin’s 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
skin’s 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. Wake up to the look of a mini-lift each
morning. Olay Regenerist Night Recovery Moisturizing
Treatment doubles skin’s 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 India’s 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 Effect’s
VitaNiacin technology was endorsed by India’s
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 younger-
looking 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 skin’s 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 skin’s 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 Procter and Gamble

Category Personal Care brands - Skin care

Sector FMCG

Tagline/ Slogan Fight 7 signs of aging

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Keeps the skin younger with ageing of
USP the body

STP

Segment Personal care – anti aging cream

Middle aged and younger women
above 25 years of age of higher
Target Group middle class

Prevents aging as well as makes one
Positioning look younger than her age

SWOT Analysis

1. Strong and effective marketing and
promotion
2. Support of P&G
3. Effective in preventing anti aging
and removing dark spots etc
Strength 4. Widely spread distribution network

1. High price limits the target
customers
Weakness 2.Confusion over the original Olay in

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different markets
3.Brand image less established than
other products like Pond’s

1. Explore international market
2.Product development and
innovation
Opportunity 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
Threats of customers towards other brands

Competition

1.Pond’s
2.Garnier
Competitors 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 it’s high
time indeed, they compulsively stopped using their wives or
their girlfriend’s 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 Price
Multi-Solution Revitalizing Cream
(50g) Rs. 699
Cream Foaming Cleanser (100g) Rs. 399
Multi-Solution Eye Gel (15ml) Rs. 699
Balancing Gel Moisturizer (50g) Rs. 699
Oil Control Cleanser (100g) Rs. 399
Multi-Solution Refreshing Hydrating
Toner (150ml) 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 world’s 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, India’s 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 ‘nano’particles that can
penetrate skin and hair in ways that naturally occurring

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molecules don’t. 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&G’s 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.” It’s 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. It’s 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, Procter’s 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 that’s 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. It’s also located where the Olay market shops.
Kenwood Towne Centre is the area’s 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 Olay’s presence
with large model photography and a simple copy line:
“Experience Olay like never before.”

“It’s a different environment for a familiar brand,” says Camille
Popplewell, vp and market leader of Benchmark’s 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,
Benchmark’s senior environmental designer. “So the Olay logo
is large and clear and backlit on all four sides of the space. It’s
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 won’t be only trained
beauty consultants having those conversations.

“This is primarily a learning opportunity for us,” Brownlee
insists, “so we’ll have P&G marketing people there and
product development people and even finance people. For
three months, we’ll be finding out how well we’ve 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? “We’ll sell it to her,”
he says, “or we’ll 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 creative-
focused 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 Sen-

Olay, 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 Kaif-
Katrina 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 younger-
looking 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 Kapoor-

P&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 what’s
possible with Olay Total Effects! She further added, “As you
age, for different skin ageing problems that appear one
after another, you don’t 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 that’s 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 don’t 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 Dixit-
The girl with a gorgeous
smile is back in Mumbai and
has already started working
on new projects, from an
endorsement to movies.
And we can’t 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 big-
name 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 you’re in."
Oil of
Olay launched a
new advertising
campaign in
October,
featuring the
tagline, "Love the
Skin you’re 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, Olay’s
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
L’Oreal
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 what’s
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 18-25
18% 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
Yes
10%
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% Brand
21%
Reviews
8%

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
L’Oreal
Garnier
Ponds

Skincare Brands Preferred

Ponds
18% Lakme
28%

Garnier
14%

L'Oreal
40%

40% of women prefer L’Oreal 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 Advertisements
12% 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 what’s
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-7-
signs-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-olay-
regenerist-3890564

http://www.bestadsontv.com/ad/36987/Liam-Wielopolski-Olay-anti-ageing-
cream-Facelift

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