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.............................. Olay
Logo and Trademark..............................
Olay (known as Oil of Olay until 1999 in South Africa and North America) is a Procter & Gamble brand, based around a facial moisturizer skin care product. The Olay brand has expanded into a range of other products grouped in “boutiques” including Complete, Total Effects, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA). Olay is the market leader in many countries including USA, UK, Turkey 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. 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. Olay’s current slogan is “love the skin you’re in”.
Olay began life in South Africa as oil of Olay. Graham Wulff, 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, 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), oil of Ulan (Australia) and oil of Olaz (Netherlands and Germany). In 1970, ANI opened a test market in USA (Chicago), and was expanding into northern Germany.
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