depending on the area of the world. In the USA it was Oil of Olay while in the UK and some of Europe it was Oil of Ulay. The other two names the product could be found wearing were Oil of Ulag and Oil of Ulaz. However, when all of the copyrights ran out in autumn 2001, the company was able to standardise worldwide to the true name of the company Oil MARKET the seven signs of ageing - the signs identified multiple signs of ageing. Based on the success of of Olay. Olay is just one of around 300 brands owned in a worldwide survey of thousands of women: Total Effects Visible Anti-Aging Vitamin Complex, by industry giant Procter and Gamble - world Fine Lines, Agespots, Texture, Skin tone, Dullness, researchers have now developed an entire lineup PROMOTION leaders in the field of development, production Dryness, and Pores of skin care products that fight seven signs of In 2001 Olay sponsored and sale of consumer goods. However, it is one ageing. Each product has been customised for the the Prince’s Trust Visionary of the fastest growing brands in the company’s HISTORY problem areas consumers care most about. Women Awards in London. stable, fuelled by ground-breaking innovative In the mid 1940s, South African chemist Gordon Designed for women who want to look The ceremony recognised products. Wulff developed a topical skin treatment to younger, Total Effects Visible Anti-Ageing Vitamin seven young women for their extraordinary mouth and WOWs this initiative has generated is Olay holds the number one position in the prevent the dehydration of burn wounds on Complex tested significantly better overall in achievements, often in the face of significant phenomenal. anti-ageing moisturiser segment with Total Effects, British Royal Air Force pilots during World War consumer research against a variety of leading barriers, including young carers, business women in both the US and UK, and holds the number II. After the war, Wulff refined the product and department-store and grocery-store products, and achievers in fields including art and sport. BRAND VALUES one and two positions in the facial cleansing renamed Oil of Ulay Beauty Fluid. and is dermatologist tested and recommended. The event also highlighted Prince’s Trust research, Olay’s brand values are about empowerment segment with Olay Daily Facials, in the US and In the 1950s, Wulff and marketeer Shaun Now the Total Effects Moisturising Vitamin funded by Olay. and the celebration of women. The Olay vision is UK respectively. Adams Lowe founded the Adams Group which In September 2001, parent to bring out all that is beautiful in women, inside In 2001, the global market for cosmetics and then sold the product door-to-door in South company Procter and Gamble and out. The brand believes that beauty goes toiletries reached US$23,136 million. Three Africa. Over the next twenty years, the brand launched “Club Olay” - a web beyond the outside appearance. As a brand, Olay regions alone - Western Europe, North America, took off and was introduced first to Australia service providing articles on aims to inspire women and maintain a respectful and Asia-Pacific - account for nearly 75% of in 1957 before reaching the USA, UK, Canada, skin care and offering chances dialogue with them. Olay does not preach what global cosmetics and toiletries sales. During 2001, Germany and Mexico before, in 1967, the Adams for members to take part is best, but listens and talks to women. Africa and the Middle East registered a market of Group was acquired by Richardson Merrill (later in product research. The Olay asks its customers to love the skin they’re US$454.5 million, with the biggest single market to be known as Richardson-Vicks). service attracted some two in and aims to understanding women. It aims in the region being Saudi Arabia at US$78.1 In 1985, Richardson-Vicks - including the Oil million members who willingly to come over as a very trusted brand, a very million. of Ulay brand - was acquired by Procter and gave their e-mail addresses. positive brand. Gentle and compassionate, Olay is Oil of Olay has 27.4% of the US$518 million Gamble. Members get free products a brand aimed at consumers who have a desire annual US market for facial moisturisers, The brand was launched in 1995 in the when they refer friends who to take care for their skin and therefore is aimed according to Information Resources Inc. This Arabian Peninsula and quickly grew to 25% of join and can also win trips. at a more mature market. customer base will provide a ready market for win Good Housekeeping’s Good Buy Award the facial market by 2001. Despite Olay being The aim of the Club was A recent arts award sponsorship captured the new lipstick, mascara, nail polish and other and was an Innovator Award winner in the Self a brand with a global image and identity, Olay to create a meaningful bond that part of Olay, and it’s at the forefront of products in the Olay cosmetic range, currently Health Beauty Awards. Olay’s Total Effects has has tended to the local consumers needs in the between the Olay brand the brand. It’s not a mainstream commercial being launched around the world. also proven to be an award winner collecting Middle East. and its consumers. In order campaign, but it’s more about celebrating the Analysts say the brand won’t hurt P&G’s the Cosmo Beauty Awards (US) Cushiest One example is Olay Natural White, which to protect that bond, Olay brand values in a way that’s unique, that does Cover Girl brand - the number two cosmetic Complexion Cream for 2001, Pure Beauty (UK) was the engine for Olay’s growth from 1997- refused to send unsolicited have a relevance and that’s contemporary and a brand in discount and drug stores with nearly award for Best Anti-ageing Skin Care Gold, and 2000. The brand identified the potential of e-mails. little bit more cutting edge. a fifth of the market. Cover Girl appeals to much The secret is Olay’s exclusive VitaNiacin. Total launching a premium safe whitening product In advertising, Olay has The future of Olay is bright, with a company younger women who are less concerned about Effects contains the breakthrough VitaNiacin, for the local consumer via focus groups and recently made a major focus on a total re-invention of the brand skin care, they said. Olay’s exclusive formulation of Vitamin B3 (a quantitative researching. For perspective, 50% transition. The brand has in the next year and a complete packaging P&G introduced Oil of Olay cosmetics in the niacin derivative), Vitamin E and Pro-Vitamin B5, of consumers in the region want whitening as a moved from typical slice change giving the brand a more modern and United Kingdom in the autumn of 1997 and and is infused with Olay moisture. Individually, benefit in their facial care products. of life settings to more contemporary look. Olay will continue to gained a double-digit market share by early last each of these vitamins aspirational settings. This has surprise and delight consumers with superior year. The company has also introduced the line provides important PRODUCT worked wonders for the products that really work and services that are in Germany, Austria and Switzerland, where it is benefits to the The Oil of Olay products are facial moisturisers brand in terms of image unique and win the heart of the Arabian female. exceeding sales expectations. skin. Combined as and cleansers deliberately targeted at the more and sales. The latest copy VitaNiacin, Total mature consumer - the ageing baby boomer, - Complete - has scored www.olay.com ACHIEVEMENTS Effects helps fight her sister, her aunt and her mother. The range extraordinarily well with Olay created the now highly popular and includes facial skin conditioners, facial cleansers, Complex that became such a huge success consumers and has helped build business. competitive category of facial cleansing cloths body cleansers and the recent addition of Olay has an entire lineup of Total Effects skin care Winning in-store is also a vital element in with the launch of Oil of Olay daily facials, Cosmetics make up and nail polishes. products. Olay has now taken the confident step a competitive market. Olay has continuously Things you didn’t know about which have received serious support in When Olay researchers asked over of guaranteeing results. If the purchaser doesn’t surprised and delighted consumers across the industry and media. 6,000 women from around the world what see the results they are looking for, they will see all touch points. One example is the Beauty Olay While its sales show the clear concerned them the most about ageing, seven a refund. Imaging System exploitation where consumers support of the market, it has also been signs emerged as important for specific areas can analyse their skin via a state of the art Oil of Olay (then known as Oil of Ulay) was voted a popular brand by a number of the body. Armed with these valuable survey RECENT DEVELOPMENTS computer facial skin mapper, which analyses originally created by a chemist to prevent of influential publications in the beauty results, Olay researchers and scientists went to Due to copyright difficulties, up until recently all aspects of their skin and then recommends dehydration of burn wounds on British pilots care industry. work. Their challenge: to develop a revolutionary Olay was called by four different names, the right Olay product for them. The word of during World War II. Cosmetic Executive Woman voted it product that actually fights seven signs of ageing. “Best New Facial Skin Care Product”, while The result was Total Effects Visible Anti-Ageing Oil of Olay is a very socially aware brand, Allure Magazine’s 2000-2001 Editor’s Choice Vitamin Complex. supporting several charities and raising money Award went to Oil of Olay Daily Facials. With its exclusive VitaNiacin formula, Total towards the fight against skin cancer. It was also the first ever beauty product to Effects has been proven effective in fighting Until recently, it was called four different names , depending on the region. In the USA it was Oil of Olay while in the UK and most of Europe it was Oil of Ulay. The other two names were Oil of Ulag and Oil of Ulaz. Oil of Olay has a website that allows you to become a “Club Olay” member where you get free samples and advice as well as a forum for likeminded women to meet. They have over two million members.

92 SUPERBRANDS depending on the area of the world. In the USA it was Oil of Olay while in the UK and some of Europe it was Oil of Ulay. The other two names the product could be found wearing were Oil of Ulag and Oil of Ulaz. However, when all of the copyrights ran out in autumn 2001, the company was able to standardise worldwide to the true name of the company Oil MARKET the seven signs of ageing - the signs identified multiple signs of ageing. Based on the success of of Olay. Olay is just one of around 300 brands owned in a worldwide survey of thousands of women: Total Effects Visible Anti-Aging Vitamin Complex, by industry giant Procter and Gamble - world Fine Lines, Agespots, Texture, Skin tone, Dullness, researchers have now developed an entire lineup PROMOTION leaders in the field of development, production Dryness, and Pores of skin care products that fight seven signs of In 2001 Olay sponsored and sale of consumer goods. However, it is one ageing. Each product has been customised for the the Prince’s Trust Visionary of the fastest growing brands in the company’s HISTORY problem areas consumers care most about. Women Awards in London. stable, fuelled by ground-breaking innovative In the mid 1940s, South African chemist Gordon Designed for women who want to look The ceremony recognised products. Wulff developed a topical skin treatment to younger, Total Effects Visible Anti-Ageing Vitamin seven young women for their extraordinary mouth and WOWs this initiative has generated is Olay holds the number one position in the prevent the dehydration of burn wounds on Complex tested significantly better overall in achievements, often in the face of significant phenomenal. anti-ageing moisturiser segment with Total Effects, British Royal Air Force pilots during World War consumer research against a variety of leading barriers, including young carers, business women in both the US and UK, and holds the number II. After the war, Wulff refined the product and department-store and grocery-store products, and achievers in fields including art and sport. BRAND VALUES one and two positions in the facial cleansing renamed Oil of Ulay Beauty Fluid. and is dermatologist tested and recommended. The event also highlighted Prince’s Trust research, Olay’s brand values are about empowerment segment with Olay Daily Facials, in the US and In the 1950s, Wulff and marketeer Shaun Now the Total Effects Moisturising Vitamin funded by Olay. and the celebration of women. The Olay vision is UK respectively. Adams Lowe founded the Adams Group which In September 2001, parent to bring out all that is beautiful in women, inside In 2001, the global market for cosmetics and then sold the product door-to-door in South company Procter and Gamble and out. The brand believes that beauty goes toiletries reached US$23,136 million. Three Africa. Over the next twenty years, the brand launched “Club Olay” - a web beyond the outside appearance. As a brand, Olay regions alone - Western Europe, North America, took off and was introduced first to Australia service providing articles on aims to inspire women and maintain a respectful and Asia-Pacific - account for nearly 75% of in 1957 before reaching the USA, UK, Canada, skin care and offering chances dialogue with them. Olay does not preach what global cosmetics and toiletries sales. During 2001, Germany and Mexico before, in 1967, the Adams for members to take part is best, but listens and talks to women. Africa and the Middle East registered a market of Group was acquired by Richardson Merrill (later in product research. The Olay asks its customers to love the skin they’re US$454.5 million, with the biggest single market to be known as Richardson-Vicks). service attracted some two in and aims to understanding women. It aims in the region being Saudi Arabia at US$78.1 In 1985, Richardson-Vicks - including the Oil million members who willingly to come over as a very trusted brand, a very million. of Ulay brand - was acquired by Procter and gave their e-mail addresses. positive brand. Gentle and compassionate, Olay is Oil of Olay has 27.4% of the US$518 million Gamble. Members get free products a brand aimed at consumers who have a desire annual US market for facial moisturisers, The brand was launched in 1995 in the when they refer friends who to take care for their skin and therefore is aimed according to Information Resources Inc. This Arabian Peninsula and quickly grew to 25% of join and can also win trips. at a more mature market. customer base will provide a ready market for win Good Housekeeping’s Good Buy Award the facial market by 2001. Despite Olay being The aim of the Club was A recent arts award sponsorship captured the new lipstick, mascara, nail polish and other and was an Innovator Award winner in the Self a brand with a global image and identity, Olay to create a meaningful bond that part of Olay, and it’s at the forefront of products in the Olay cosmetic range, currently Health Beauty Awards. Olay’s Total Effects has has tended to the local consumers needs in the between the Olay brand the brand. It’s not a mainstream commercial being launched around the world. also proven to be an award winner collecting Middle East. and its consumers. In order campaign, but it’s more about celebrating the Analysts say the brand won’t hurt P&G’s the Cosmo Beauty Awards (US) Cushiest One example is Olay Natural White, which to protect that bond, Olay brand values in a way that’s unique, that does Cover Girl brand - the number two cosmetic Complexion Cream for 2001, Pure Beauty (UK) was the engine for Olay’s growth from 1997- refused to send unsolicited have a relevance and that’s contemporary and a brand in discount and drug stores with nearly award for Best Anti-ageing Skin Care Gold, and 2000. The brand identified the potential of e-mails. little bit more cutting edge. a fifth of the market. Cover Girl appeals to much The secret is Olay’s exclusive VitaNiacin. Total launching a premium safe whitening product In advertising, Olay has The future of Olay is bright, with a company younger women who are less concerned about Effects contains the breakthrough VitaNiacin, for the local consumer via focus groups and recently made a major focus on a total re-invention of the brand skin care, they said. Olay’s exclusive formulation of Vitamin B3 (a quantitative researching. For perspective, 50% transition. The brand has in the next year and a complete packaging P&G introduced Oil of Olay cosmetics in the niacin derivative), Vitamin E and Pro-Vitamin B5, of consumers in the region want whitening as a moved from typical slice change giving the brand a more modern and United Kingdom in the autumn of 1997 and and is infused with Olay moisture. Individually, benefit in their facial care products. of life settings to more contemporary look. Olay will continue to gained a double-digit market share by early last each of these vitamins aspirational settings. This has surprise and delight consumers with superior year. The company has also introduced the line provides important PRODUCT worked wonders for the products that really work and services that are in Germany, Austria and Switzerland, where it is benefits to the The Oil of Olay products are facial moisturisers brand in terms of image unique and win the heart of the Arabian female. exceeding sales expectations. skin. Combined as and cleansers deliberately targeted at the more and sales. The latest copy VitaNiacin, Total mature consumer - the ageing baby boomer, - Complete - has scored www.olay.com ACHIEVEMENTS Effects helps fight her sister, her aunt and her mother. The range extraordinarily well with Olay created the now highly popular and includes facial skin conditioners, facial cleansers, Complex that became such a huge success consumers and has helped build business. competitive category of facial cleansing cloths body cleansers and the recent addition of Olay has an entire lineup of Total Effects skin care Winning in-store is also a vital element in with the launch of Oil of Olay daily facials, Cosmetics make up and nail polishes. products. Olay has now taken the confident step a competitive market. Olay has continuously Things you didn’t know about which have received serious support in When Olay researchers asked over of guaranteeing results. If the purchaser doesn’t surprised and delighted consumers across the industry and media. 6,000 women from around the world what see the results they are looking for, they will see all touch points. One example is the Beauty Olay While its sales show the clear concerned them the most about ageing, seven a refund. Imaging System exploitation where consumers support of the market, it has also been signs emerged as important for specific areas can analyse their skin via a state of the art Oil of Olay (then known as Oil of Ulay) was voted a popular brand by a number of the body. Armed with these valuable survey RECENT DEVELOPMENTS computer facial skin mapper, which analyses originally created by a chemist to prevent of influential publications in the beauty results, Olay researchers and scientists went to Due to copyright difficulties, up until recently all aspects of their skin and then recommends dehydration of burn wounds on British pilots care industry. work. Their challenge: to develop a revolutionary Olay was called by four different names, the right Olay product for them. The word of during World War II. Cosmetic Executive Woman voted it product that actually fights seven signs of ageing. “Best New Facial Skin Care Product”, while The result was Total Effects Visible Anti-Ageing Oil of Olay is a very socially aware brand, Allure Magazine’s 2000-2001 Editor’s Choice Vitamin Complex. supporting several charities and raising money Award went to Oil of Olay Daily Facials. With its exclusive VitaNiacin formula, Total towards the fight against skin cancer. It was also the first ever beauty product to Effects has been proven effective in fighting Until recently, it was called four different names , depending on the region. In the USA it was Oil of Olay while in the UK and most of Europe it was Oil of Ulay. The other two names were Oil of Ulag and Oil of Ulaz. Oil of Olay has a website that allows you to become a “Club Olay” member where you get free samples and advice as well as a forum for likeminded women to meet. They have over two million members.

92 SUPERBRANDS