P&G's Olay Launches 'Your Best Beautiful' Campaign

Procter & Gamble’s Olay is set to debut a new umbrella campaign, urging women everywhere to find “Your Best Beautiful.”

A spokesperson for the Cincinnati-based company says it is in the midst of launching the digital ads via video on its social media channels, with the official launch scheduled for the Grammys later this month. Print for the new campaign, from Saatchi & Saatchi, is scheduled for the February issues of women’s magazines.

The spokesperson says the new campaign spans all of the Olay “boutique” brands, including Fresh Effects, geared for younger women who are post-acne but still pre-wrinkle; Regenerist, Total Effects, Complete and Pro-X, its most powerful (and highest-priced) collection.

The launch comes at a time when P&G is under considerable pressure to increase sales in its beauty division. In its most recent quarter, organic sales rose 1%, but it said skincare sales declined. Its Olay brand, as well as Pantene, have been criticized for sluggish growth when competitors are gaining. Late last year, the company told investors there had been some “stumbles” with the brand, and that it was moving to address the overall brand architecture and segmentation. And in 2013, the brand -- which has long commanded a 10% global market share and which the company says is used by some 80 million women around the world -- is said to have lost 0.5%. 

Past umbrella campaigns for Olay have included “Love the Skin You’re In” and most recently, “Challenge What’s Possible.”

Meanwhile, Target is in the midst of expanding its skincare universe too: A spokesperson for the Minneapolis-based mass retailer says that this spring, it will introduce an assortment of premium skincare brands. 

The new entries, priced from $8 to $57, are set to launch online in February and then roll out to some 750 stores in March. They include four exclusive brands: 29 by Lydia Mondavi, Borghese, AmorePacific’s Korean line Laneige -- which will be exclusive to Target in the U.S. -- and MD Complete, which is a dermatological product from Minneapolis-based dermatologist Brian Zelickson. 

But the retailer will also include three popular department-store brands: Vichy, La Roche Posay and Own Skin Health.

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