• Brandweek, Monday, December 17, 2007 11:45 AM

Olay will launch five products and a personal care Web site, OlayForYou.com, next year--all backed by multimedia campaigns. The blockbuster among the new products is expected to be Olay Regenerist 14-Day Skin Intervention. The two-week treatment is "like Whitestrips for the face," says Eric Admiraal, Olay brand manager for anti-aging.

OlayForYou.com launches in January, as do TV and print ads. OlayForYou.com will feature a five-minute consultation designed to meet individual needs. Consumers are then given recommendations regarding their top-two skincare concerns and related Olay products. P&G plans to expand upon the success of Olay.com. That site had 337,000 unique U.S. visitors in November, up 58% from the prior year, per comScore, Chicago.

Anti-aging products are driving facial skincare sales in the food, drug and mass channels, per IRI. Consumers spent $593.2 million on anti-aging creams for the 52 weeks ended Nov. 4 (excluding Wal-Mart), a 20.2% increase over the prior year. Sales for the facial skincare category were $2 billion (excluding Wal-Mart) for the same period.

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