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.
We partnered with P&G 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 the brand's profile, and change consumer perception.
Golden Aura 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.
