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Olay's Skincare Reinvention | PDF | Procter & Gamble | Brand
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Olay's Skincare Reinvention

P&G's skin care brand "Oil of Olay" was struggling in the 1990s with declining revenue as it was seen as outdated. Through user research, P&G found that its existing older customers were price sensitive and opportunities for growth were limited. P&G reframed their approach from focusing only on wrinkles to addressing other skin concerns of younger women aged 35+, such as dry skin, age spots, and uneven tones. This led P&G to reinvent Olay to target this new demographic and increase their market share through innovation.

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80 views8 pages

Olay's Skincare Reinvention

P&G's skin care brand "Oil of Olay" was struggling in the 1990s with declining revenue as it was seen as outdated. Through user research, P&G found that its existing older customers were price sensitive and opportunities for growth were limited. P&G reframed their approach from focusing only on wrinkles to addressing other skin concerns of younger women aged 35+, such as dry skin, age spots, and uneven tones. This led P&G to reinvent Olay to target this new demographic and increase their market share through innovation.

Uploaded by

Kylo Ren
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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01

YTIROIRP YM ,NIKS RUOY


PROCTER & GAMBLE
DTI ASSIGNMENT-1 C036
DECREASING DESIGN
yalO fo liO REVENUE THINKING
THROUGH USER
In 1990s P&G's largest and RESEARCH
best-known skin care brand
"Oil of Olay" was struggling
and the company needed Brand carried out a user
domination in skin care to research as it was the only
be a credible player in the way to understand their
beauty business. The "Oil of customers. Innovation was
Olay" was seen as old- the only key to increase
fashioned and no longer their market share.

02 relevant.
USER

RESEARCH
The concluded the following from User
Research:
Olay's existing customers are price
sensitive(Older women aged fifty-plus - who
use Olay Brand for fighting wrinkles)
The users minimally invested in skin care
and would not pay premiums for skin care
products
Every other competitor was focusing on this
segment and opportunities for growth

03 appeared limited.
OBSERVATIONS
Focusing on existing customers will break
04
the existing market into finer segments,
forcing us to tailor the offerings further,
and reducing the market further. To
break away from this, the first step is to
shift your focus from "Customers" to
"Non-Customers"

The conclusion is to use the Olay Brand


Name itself, but need to reinvent the
brand and Reinvention is possible only
through innovation.
OBSERVATIONS
P&G research team did a deeper research
05
to understand the reasons

In mid-thirties, consumers notice their


first lines and wrinkles in face
At this moment, they are vulnerable,
anxious than the older segment
They apply those lotions to keep their
appearance youthful
They are worried about keeping a
Healthy Skin.
REFRAMING 06
THE PROBLEM
P&G team reframed their skincare as a business of
helping women to have healthier, youthful and
beautiful life rather than saying of making a line of
skin care products
RE-INNOVATION

P&G understood that they could not just

focus on "Wrinkles" alone. Thirty-Five plus

women had other concerns for skin. In

research, P&G team unravelled other

needs - Dry Skin, Age spots, Uneven skin

tones, Appearance of skin - No brands

were focusing on those needs. These

unarticulated needs of your customers are

07 the "value propositions" of our new

product.
08

THANK YOU
ADITYA AGAWAL | C036
70472018044

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