From the prospective of the ever growing skincare industry, new and innovative research in the continuous development of new products is essential. Thus, Olay has immersed itself into improving the advancement of its facial-skincare products by relying on scientific research and development. To meet the modern consumers’ demands, Olay has revolutionized its brand image into a Cell Care* product which works deep down into the skin cells; led by the re-launched of Olay Regenerist at the end of 2008, spear heading the brand into a new realm of skin rejuvenation through cellular care*.
Mr. Medhee Jarumaneeroj, Senior Marketing and Corporate Communications Manager of Procter & Gamble Trading (Thailand) Ltd. revealed, “After the success in re-launching Olay Regenerist last year, P&G has developed and improved the new ‘Olay White Radiance CelLucentTM Fairness’ to add on to Olay’s current success and reposition the entire Olay brand as a total Cell Care* product line within the Masstige market. Powered by Olay’s new whitening technology — CelLucentTM Whitening Active** that penetrates deep and reaches down through 8 out of 20 epidermal cell layers to help reduce dull skin, dark spots and improve evenness of the skin tone, new ‘Olay White Radiance CelLucentTM Fairness’ ensures sheen, radiant skin with true fairness that glows from deep within the skin cells* or what we refer to as CelLucentTM Fairness”.
Olay’s re-launched of the new “Olay White Radiance CelLucent Fairness” was done as a marketing strategy to fill the gap within the facial whitening product segment for the Masstige market because there has never been anyone in this segment who has clearly try to penetrate this market area. Olay utilizes parallel marketing strategy with Malaysia and Singapore that gear towards the same direction with Olay’s innovative CelLucentTM Whitening Active** that can match the consumers’ needs of having truly radiant CelLucentTM Fairness skin. “Olay White Radiance CelLucentTM Fairness” is targeted at 25 to 34 years old urban working women who have a stern skincare regimen and wish to stand out from the crowd with her radiant facial skin. The campaign kicked off on January 23-24, 2009 with a pre-sale promotion which consumers get a free UV Blocker (599 Baht) immediately with the purchase of either Olay Protective Cream or Protective Lotion (599 Baht). The products were unexpectedly received with overwhelming interest from consumers that the amounts prepared were soon sold out. (Approved under the condition that the number of products were truly sold out.)
The launch of “Olay White Radiance CelLucentTM Fairness” includes the new premium-look packaging of the followings:
1. Olay White Radiance Purifying Foaming Cleanser (189 Baht)
2. Olay White Radiance Protective Cream with SPF 24 PA++ (599 Baht)
3. Olay White Radiance Protective Lotion with SPF 24 PA++(599 Baht)
4. Olay White Radiance UV Blocker with SPF 30 PA++ (599 Baht)
5. Olay White Radiance Restoring Night Cream (599 Baht)
6. Olay White Radiance Spot Corrector (599 Baht)
7. Olay White Radiance Eye Serum (599 Baht)
8. Olay White Radiance Whitening & Soothing Mask (699 Baht)
Furthermore, Olay has adopted a Holistic Marketing strategy and PR tools to communicate the new campaign starting with a new TV commercial, printed media and point-of-purchase media. Olay has also renovated their product shelves throughout the country to be in line with the more premium look of their products. Even Olay Beauty Assistants were adapted to fit this shift in the brand’s overall premium image.
For ladies who want to experience the CelLucentTM Fairness skin or the fairness that glows from deep within the cellular level* which will replace the old whitening standard, can look forward to the new range of Olay White Radiance CelLucentTM Fairness products at any leading department stores and beauty stores, starting from February 8, 2009 onwards.
* At epidermis level
** CelLucent? Whitening Active = Hesperidin + Niacinamide + Vitamin E + Pro-Vitamin B5
(Facts are legally proved to be true as long as documents contained “*” sign)
For more information contact: ARC World wide:
Siribuddhanadda Dhisanuvongse (Jao-Onn) / Tel +66 2 684 5704 / Mobile + 66 8 1851 9188
Yada Srisammasheep (Noon) / Tel + 66 2 684 5690 / Mobile + 66 8 4640 0058
Supapun Naknimitrung (Pa) / Tel + 662 684 5589 / Mobile + 668 697 92614