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Olay for Millennials
OLAY GIFTPACKS
Elevating the Olay gifting experience entailed coming up with strategic routes that meant evolving Olay’s status from your grandmother’s nightly essential to an indispensable part of every millennial’s skincare arsenal via lucrative and aspiration giftpacks that intuitively demand to be repurposed.
A thorough study succeeded the initial conversations I had with other millennials about their skincare routine and how it suits them. Both routes came from a researched understanding of the spectrum of what women would want.
ROUTE 1: Play off of the history of the product, tracing it alongside how all the women in the family have used it - using old nostalgia tin boxes as a reference to leaning into that legacy
ROUTE 2: Turn Olay from its previous nightstand/dressing table avatar to a more functional, on-the-go item by using a pouch with a bold graphic print, immortalising the iconic brand product silhouettes.
PRIMARY RESEARCH for Olay
above - mum’s skincare ; below - my skincare
The Olay brand name originated as "Oil of Olay," created in South Africa in 1952 by chemist Graham Wulff, who derived the name as a playful twist on "lanolin"
A key ingredient in the light, pink beauty fluid he developed for his wife as an alternative to heavy creams. To appeal to different markets, it was sold as "Oil of Ulay" (UK/Ireland) "Oil of Ulan" (Australia), and "Oil of Olaz" (Europe)
Procter & Gamble unified it to the simpler "Olay" globally in 1999. INSPIRATION / Wulff wanted a product that felt elegant and natural, mimicking the skin's own oils.
