NiCE partnered with P&G Design to holistically develop industrial and graphic design to transform Olay in China by winning at the counter. The challenge was to provide tier 1 department store shoppers with a premium proposition that would restore Olay as the leader in skin innovation, raise Olay’s profile, and change consumer perception.

Golden Aura has achieved a historically high New User percentage within the Olay franchise, with 31% new users. Of these, one-third are under the age of thirty. Consumers have been particularly delighted by the non-contamination jar. Still, across the product set, irresistibly superior packaging has enabled Olay to accelerate Young & New user recruitment and continue to uplift the brand’s image. Golden Aura has transformed the perception of Olay to being a premium, trendy, young brand.