Olay launched a brand activation campaign in the Philippines to help consumers make informed decisions about their skincare needs. The objective was to educate consumers about wrinkle concerns and guide them in selecting the most suitable product from Olay’s extensive portfolio. By ensuring consumers were happy with their purchase, Olay aimed to foster loyalty and encourage repeat purchases.
The campaign focused on providing a personalized experience that engaged consumers both online and at points of sale, emphasizing the importance of matching the right product to individual skincare concerns.
USP’s Contribution
USP Solutions developed an innovative Wrinkle Test Tool that empowered consumers to assess their skin and identify the best Olay product for their needs. This interactive tool combined education with engagement, creating a memorable and impactful experience for consumers.
How It Worked
- Wrinkle Analysis:
- Consumers used the Wrinkle Test to analyze their skin’s surface structure, focusing on the visibility of fine lines and wrinkles.
- The tool provided instant feedback on the severity of wrinkles, helping consumers understand their specific skincare needs.
- Product Recommendation:
- Based on the results, consumers were guided to the most appropriate Olay product tailored to address their wrinkle concerns.
- Dual Activation Channels:
- At POS: Beauty advisors facilitated the wrinkle tests and provided personalized consultations.
- Online: Consumers accessed a digital version of the tool to assess their skin and receive product recommendations remotely.
- Consumer Education:
- Alongside the test, educational content explained the science behind wrinkles and how Olay’s products could effectively address them.
Impact
The Wrinkle Test Tool became a key element of Olay’s activation campaign in the Philippines, driving consumer engagement, education, and satisfaction. By providing a tailored and interactive experience, the campaign strengthened consumer trust, boosted product sales, and positioned Olay as a leader in personalized skincare solutions.
