Olay to Stop Enhancing Ad Photos

Olay, a top beauty and skincare label from Procter & Gamble, announced that it would
stop retouching models’ skin in its advertisements in the United States and Canada.
In line with the growing trend of promoting positive body image in the beauty and
skincare industry, Olay will launch a campaign called “Skin Promise.” By 2021, Olay will
put a “Skin Promise” mark on all of its ads. This mark will indicate that the skin of the
model featured in the ad has not been digitally altered.

Olay said a move by CVS Pharmacy inspired the initiative. In 2018, the American health
care retail chain promised that it would avoid using edited photos in its store posters.
Olay cited a study that shows 40% of women in the United States believe ads depict
unrealistic beauty standards. Campaigns like “Skin Promise” are part of Olay’s attempt
to cater to changing consumer preferences. In recent years, there have been many
consumers who tend to patronize brands with certain social advocacies.

The communications leader of Olay revealed that the company tested the no-retouch
strategy on their recent Super Bowl ad for a refillable moisturizer. The packaging of the
product was also made to be appealing to environmentally conscious customers. The
company reported that the featured moisturizer sold out within a month.

Olay said that the campaign can also apply to its social media content. According to the
company, it is willing to cut ties with partner influencers who are not willing to comply
with its new standards.

DISCUSSION QUESTIONS

• Do you think that Olay's new campaign is an effective marketing strategy? Why or why
not?
• Aside from a possible sales increase, what do you think will be other benefits of this
new campaign (e.g. better company image, happier customers)?
• Based on your observation, what product promotion strategies are becoming more
common in recent years (e.g. hiring social media influencers)? Discuss.
• Do you think these strategies are effective? Why or why not?
University in California to Start Offering Free Tuition

The University of Southern California (USC), a private research university in Los

Angeles, will start granting free tuition to students in need.
Starting fall this year, USC will waive full undergraduate tuition for students from
families who earn $80,000 or less yearly. The initiative is in line with the university’s
efforts to give more opportunities to students who are struggling financially.
With the increasing costs of obtaining college degrees, USC, along with the University
of California system and other distinguished institutions, is hoping that the support will
attract more students from diverse economic backgrounds.
The tuition at USC costs about $57,000 currently. On top of this, students attending the
university will need an additional budget of around $20,000 for other expenses such as
food, lodging, and course materials.
When evaluating students for their eligibility, the university will not consider whether
their families own a house or not. As the USC president explained, expensive real
estate rates can increase the total assets of low- and middle-income families, which
may disqualify students who actually do need assistance.
With around 42 million people owing a total of $1.5 trillion in student loans, the
affordability of college education is a pressing issue in the United States. According to
studies, some qualified students have been discouraged from going to college to avoid
incurring heavy student loans. These students end up having fewer opportunities to get
high-paying jobs in the future.
USC said that it will increase its budget for financial aid programs by more than $30
million each year through philanthropy to support 4,000 students yearly.

DISCUSSION QUESTIONS

• Do you agree that free tuition can give students more opportunities to get better jobs in
the future? Why or why not?
• What do you think are the challenges of implementing this kind of initiative (e.g.
sustaining budget, keeping educational quality)? Discuss.
Discussion B
• Do you think that free tuition should be offered to all students, regardless of income?
Discuss.
• What do you think are the best ways to sustain a free tuition program (e.g. donations)?
Discuss.
More Travelers Aim for Break from Technology, Report Says

Digital detoxes, or periods of time when using electronic devices

are deliberately avoided, are becoming popular among travelers, a report says.
Black Tomato, a luxury tour company, released a report about the
changing perspective of people on traveling. The travel firm partnered with London-
based market research company Euromonitor International to gather data.
Findings show that these days, people are concerned not only about travel destinations
but also about a trip’s lasting impact on their lives. Along with this change in viewpoint,
people are starting to enjoy being in the moment and embracing the “joy of missing
out” (JOMO), or feeling contented even when they are not updated through social
media.

According to the report, people are now experiencing less nomophobia—the fear of not
being able to access one’s phone. The majority of travelers disconnect from the Internet
for most of their vacation, except when they need to do something for work. This
suggests that people are aiming to switch off their devices and go on a genuine digital
detox.
Tom Marchant, one of Black Tomato’s founders, believes that even though technology
is useful when one travels, it is not necessary for deciding where or how people travel.
He added that people are starting to appreciate personal reflection, which requires
places that are calm, clean, and abounding with nature.
Black Tomato identified some key destinations around the world that are perfect for a
digital detox. Topping this list is the small island of Padar in Indonesia. The list also
included Kazakhstan’s Tien Shan Mountains and Spain’s Ibiza.

DISCUSSION QUESTIONS

• Do you think people can totally avoid using digital devices when traveling? Why or why
not?
• What do you think are the perfect places in your country for a digital detox? Explain.
• What do you think is the importance of doing self-reflection once in a while? Explain.
• Aside from traveling to a peaceful place, how else can people practice self-reflection?
US Restaurant Offers Monthly Subscription of Unlimited Coffee and
Tea

American bakeshop and restaurant chain Panera Bread becomes the first brand to offer
subscription-based unlimited coffee and tea in the United States.
For $9 a month, members of Panera’s loyalty program can enjoy all-you-can-drink hot
or iced beverages at all of the restaurant’s US locations. Although customers can order
coffee or tea from the restaurant’s kiosks, they can also opt to use Panera’s mobile
app and have their drinks delivered or ready for pick-up.
Before the subscription program’s official launch, Panera tested it at 150 stores across
Ohio, North Carolina, and Tennessee. Panera CEO Niren Chaudhary reported that
many subscribers visited these restaurants frequently and bought food along with their
drinks. A lot of new customers were also enticed to sign up for the loyalty program.
About 90% of the members extended their subscription for multiple months. Currently,
more than 38 million customers have subscribed to Panera’s loyalty program.
To expand the current promo, Panera announced that more choices will be available to
subscribers. Soon, it will also offer options like light- and dark-roast, decaf, hazelnut,
and even almond milk.
The restaurant, which has more than 2,000 branches in the United States and Canada,
is also encouraging customers to try its food, particularly its breakfast menu. Chaudhary
said the company is keeping an eye on the food customers usually get with their
beverages so that it could further spice up the subscription’s offerings in the future.

DISCUSSION QUESTIONS

• In your opinion, is it a wise move for Panera to focus on its beverage products instead
of its food products? Explain.
• Do you think an unlimited coffee and tea program like Panera’s will be patronized in
your country? Why or why not?
• What unlimited product or service subscription is likely to be in demand in your country
(e.g. unlimited massage)? Discuss.
• Do you think a lot of businesses are already catering to this demand? Why or why not?
Queen Elizabeth II Quits Wearing Animal Fur

Queen Elizabeth II, the longest-reigning monarch of the United Kingdom, will no longer
wear real animal fur.
According to the Queen’s dresser and confidante, the Queen’s future outfits will only
feature faux fur. Reports speculate that the decision to forgo animal fur came after
pressure and criticisms from animal rights groups, which condemn animal cruelty
caused by fur farming and production.
The Buckingham Palace clarified, however, that the Queen’s fur clothes will not
be disposed of completely. The Queen will continue to wear her existing clothes with
animal fur, which include coats, hats, and ceremonial robes used for official events.
Several animal rights groups praised the Queen’s move to go fur-free. Claire Bass,
executive director of Humane Society International, said the monarch’s decision will
send a powerful message that fur is no longer in fashion.
Still, other activist groups appeal to the Queen to extend this fur-free policy. For one,
People for the Ethical Treatment of Animals (PETA) called on the Queen’s Guard to
stop wearing their signature bearskin hats. Other groups are also urging the UK
government to ban fur sales.
Responding to the call against fur sale, the British Fur Trade Association (BFTA) argued
that, compared to faux fur, real animal fur is sustainable, long-lasting, and plastic-free.
Some fashion activists agree, claiming that plastic-made faux fur takes a long time to
naturally decompose.
Additionally, the BFTA points out that fur can be ethically sourced. It can be a by-
product of the food industry, re-manufactured from existing products to save on raw
materials, or reclaimed from animal regulation projects to reduce waste.

DISCUSSION QUESTIONS

• Do you think Queen Elizabeth’s decision to go fur-free will convince others to do the
same? Why or why not?
• In your opinion, is it better to use ethically sourced fur or faux fur? Explain.
• If you were an influential person, what idea or advocacy would you push for to inspire
positive change in others? Explain.
• In that advocacy, what challenges and criticisms do you foresee, and how do you plan
to address them?