Olay Ageless

Olay’s Ageless campaign was all about redefining the expectations of any age. 40 is the new 30, right? Television and print ads conveyed a simple message—other things may give away your age, but Olay transforms your skin so it never will.

Our challenge was to translate this campaign in store. Olay’s retail experience is a very confusing one. While our shoppers have made the decision to redefine their age, they’re unable to make a decision on which product to choose to defy it with. She can’t navigate and doesn’t understand the differences.

Inspired by Ulta and Sephora, we proactively worked with our Strategy team to bring our client a communication reframe to simplify the shopper experience, while elevating Olay as a premium, innovative skincare leader. Our displays mirrored this upscale aesthetic by bringing the product out of the box and on-shelf in a unique product glorifier. We spearheaded three full days of qualitative research with skincare shoppers to help optimize our Ageless creative to truly change the shopper’s perception of Olay, and guide her to specific product solutions that work for her.

Role in Project Development: Design