Olay
Encyclopedia
Olay is an American
skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter & Gamble
's multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue.
as Oil of Olay. Graham Wulff (1916-2008), an ex-Unilever
chemist from Durban
, started it in 1949. The name "Oil of Olay" was chosen by Wulff as a spin on the word "lanolin
", a key ingredient.
It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested the product on their wives and friends and were confident in its uniqueness and quality.
Olay's marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print adverts used copy such as “Share the secret of a younger looking you” and talked about the ‘beauty secret’ of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril. They ran in Readers’ Digest and newspapers and often looked like editorials.
Wulff and Lowe, who ran the company under the banner of Adams National Industries (ANI), did not sell the product to the trade, but waited for pharmacies to ask for it based on consumer requests.
As the company began to market the product internationally, it was decided to modify the name of the product in each country so it would sound pleasing and realistic to consumers. This led to the introduction of Oil of Ulay (UK and Ireland
), Oil of Ulan (Australia
) and Oil of Olaz (France
, Italy
, the Netherlands
and Germany
). In 1970, ANI opened a test market in USA (Chicago), and was expanding into northern Germany.
(later Richardson-Vicks Inc) acquired ANI in November 1970. RVI capitalized the "Oil" and added the sub-name "Beauty Fluid" to help protect the trade mark. They further added a sales force and created TV advertising. The company extended the product range to include items such as Night of Ulay and Beauty Cleanser, and expanded into more countries (Spain, France, Germany)
The result of Richardson Merrell’s efforts was a dramatic increase in sales. However, as with many brands, the business was not managed uniformly so there were differences in performance between the countries.Olay produces best results.
in 1985. P&G greatly expanded Olay both in lineup and internationally. Olay became one of P&G’s billion dollar brands in 2003.
Since then, the range has been expanded to include a full range of hypoallergenic
variants, cleansers and creams with the aim of meeting the full range of skincare needs, whatever the user's age or skin type. The brand also includes soap, and body wash. Olay Cosmetics was launched in 1996 but discontinued in 2001.
Olay Regenerist was the best performing anti-aging cream in a 2006 test done by a consumer association. In August 2007, Olay was launched in India
.
Olay’s current slogan is "Challenge what's possible", which was changed from "Love the skin you're in".
Since 2010, "Oil of OLAZ" is called only "OLAZ" in German-speaking countries. Slogan : "Olaz läßt Sie strahlen." (lit: "Olaz lets you shine.")
The Olay/Olaz brand is known for animal testing, according to a list published by PETA
.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
's multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue.
Early days
Olay originated in South AfricaSouth Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
as Oil of Olay. Graham Wulff (1916-2008), an ex-Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
chemist from Durban
Durban
Durban is the largest city in the South African province of KwaZulu-Natal and the third largest city in South Africa. It forms part of the eThekwini metropolitan municipality. Durban is famous for being the busiest port in South Africa. It is also seen as one of the major centres of tourism...
, started it in 1949. The name "Oil of Olay" was chosen by Wulff as a spin on the word "lanolin
Lanolin
Lanolin , also called Adeps Lanae, wool wax or wool grease, is a yellow waxy substance secreted by the sebaceous glands of wool-bearing animals. Most lanolin used by humans comes from domestic sheep...
", a key ingredient.
It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested the product on their wives and friends and were confident in its uniqueness and quality.
Olay's marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print adverts used copy such as “Share the secret of a younger looking you” and talked about the ‘beauty secret’ of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril. They ran in Readers’ Digest and newspapers and often looked like editorials.
Wulff and Lowe, who ran the company under the banner of Adams National Industries (ANI), did not sell the product to the trade, but waited for pharmacies to ask for it based on consumer requests.
As the company began to market the product internationally, it was decided to modify the name of the product in each country so it would sound pleasing and realistic to consumers. This led to the introduction of Oil of Ulay (UK and Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
), Oil of Ulan (Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
) and Oil of Olaz (France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
, the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
and Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
). In 1970, ANI opened a test market in USA (Chicago), and was expanding into northern Germany.
1970–1985
Richardson Merrell IncMarion Merrell Dow
Marion Merrell Dow and its predecessor Marion Laboratories was a U.S. pharmaceutical company based in Kansas City, Missouri from 1950 until 1996....
(later Richardson-Vicks Inc) acquired ANI in November 1970. RVI capitalized the "Oil" and added the sub-name "Beauty Fluid" to help protect the trade mark. They further added a sales force and created TV advertising. The company extended the product range to include items such as Night of Ulay and Beauty Cleanser, and expanded into more countries (Spain, France, Germany)
The result of Richardson Merrell’s efforts was a dramatic increase in sales. However, as with many brands, the business was not managed uniformly so there were differences in performance between the countries.Olay produces best results.
1985–2005
RVI was acquired by Procter & GambleProcter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
in 1985. P&G greatly expanded Olay both in lineup and internationally. Olay became one of P&G’s billion dollar brands in 2003.
Since then, the range has been expanded to include a full range of hypoallergenic
Hypoallergenic
Hypoallergenic, meaning "below normal" or "slightly" allergenic, was a term first used in a cosmetics campaign in 1953. It is used to describe items that cause or are claimed to cause fewer allergic reactions...
variants, cleansers and creams with the aim of meeting the full range of skincare needs, whatever the user's age or skin type. The brand also includes soap, and body wash. Olay Cosmetics was launched in 1996 but discontinued in 2001.
Name change
In 1999, it was decided to unify the brand under a global name. Thus, Oil of Ulan and Ulay became Olay on a worldwide basis, except in German-speaking regions and Italy, where it remained Oil of Olaz. In the Netherlands and Belgium, it was renamed just Olaz.Today
The Olay brand has expanded into a range of other products grouped in “boutiques” including Complete, Total Effects, Professional, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA). Olay is the market leader in many countries including USA, UK, and China. Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging” category in mass stores with the launch of Total Effects in 1999. Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink "Oil of Olay" marketed in the US before the P&G acquisition. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are numerous products in market more expensive than Olay.Olay Regenerist was the best performing anti-aging cream in a 2006 test done by a consumer association. In August 2007, Olay was launched in India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
.
Olay’s current slogan is "Challenge what's possible", which was changed from "Love the skin you're in".
Since 2010, "Oil of OLAZ" is called only "OLAZ" in German-speaking countries. Slogan : "Olaz läßt Sie strahlen." (lit: "Olaz lets you shine.")
The Olay/Olaz brand is known for animal testing, according to a list published by PETA
People for the Ethical Treatment of Animals
People for the Ethical Treatment of Animals is an American animal rights organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. A non-profit corporation with 300 employees and two million members and supporters, it claims to be the largest animal rights...
.
External links
- http://www.olayforyou.com
- http://www.olay.com/
- http://www.pandg.com/
- http://www.olay.com.ph