History of Olay

Olay is a product truly born from love, as it was created by a man as a gift for his
wife. In the 1950s, chemist Graham Wulff saw his wife Dinah’s frustration with
the 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 recognizable fragrance. At last, the
legendary Oil of Olay Beauty Fluid was born.

With his formula complete and the first batch mixed by hand, Graham
enlisted the help of an advertising agency that he found 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.

Within five years, Olay was enjoying 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. In 1985, Procter &
Gamble bought Richardson-Vicks and gained the Olay brand.

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 come 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 Wulff remains
just as relevant as ever: Help women look and feel beautiful. That’s a potent
formula for success.

Market share of Olay:

Ponds had a 16.5% share in September, Garnier made strong inroads with an
18.9% share, according to the latest data by Nielsen. Olay with a 36.7% share tops
the anti-ageing category, which accounts for 10% of the total skin care market,
but is the fastest growing sub-segment.

Olay Products:
Olay Regenerist Eye Lifting Serum

Olay Regenerist Micro-Sculpting Cream

Olay Ultra Moisture Body Wash With Shea Butter

Olay Total Effects Body Wash Exfoliate and Replenish

Olay Regenerist DermaPod Eye AntiAging Triple Response System

Olay Total Effects 7-in-1 Advanced Anti-Aging Body Wash

Olay Total Effects 7-in-1 Anti-Aging Moisturizer

Olay Complete All Day UV Moisturizer

Olay Body Wash

Olay Regenerist Filling & Sealing Wrinkle Treatment, etc…

Advertisement No: 1
The above print advertisement of Olay is an advertisement that is designed to
make women feel bad about aging and urging us to lie about it. Apparently using
Olay (no longer referred to as Oil of Olay perhaps because we associate oil with
poor skin condition) will help customers stay forever young. The ad does not
feature any women, but does suggest that we can hide the natural effects of
aging with this product. It strategically places the product behind a picture frame
eluding the idea that nobody will know if we lie about our age or if we use Olay.
This ad generally represents the negative emotional appeal used by the
advertisers to make customers feel that if they doesn’t use this product they cant
hide their age.

Advertisement No: 2
Image: i Image: ii
 Image: iii
The above three print ads i.e. image i, ii, and iii by Olay without much contents in
it speaks a lot. These ads explains the product as if the people of ages 38, 48, and
47 can look like the ages as 33, 42, and 41 respectively by using Olay product i.e.
correct their age. This in turn make customer feel sometimes good that they can
still look little younger than they are which depicts the emotional appeal used by
the agency.