Procter & Gamble is plotting to step up its assault on the skincare market with the launch of an Olay sub-brand, targeting the premium end of the market.
The launch is expected to take on L’Oréal’s Garnier brand and is scheduled to launch sometime in August.
The new product is expected to be another attempt by P&G to update Olay’s image and move it away from its origins as an anti-ageing product for older women. The launch is likely to coincide with the introduction of Olay-branded vitamins in the US, which will include two product lines: Beauty Nutrients and Wellness Nutrients.
P&G has confirmed that Olay’s “big launch” in the UK will be introduced this summer, but no details have been made available.
Industry insiders say that “major” advertising and marketing activity is being planned around the launch. Saatchi & Saatchi handles Olay’s advertising. Last year, P&G spent &£10.5m on advertising the skincare brand.
One industry insider says: “The launch will move Olay away from its traditional roots as an anti-ageing cream to the premium skincare market – the sector that appeals to twentyto thirtysomethings.”
Last year P&G launched Ohm by Olay – the brand’s first entry into the fragrance market. The perfume is aimed at 18to 35-year-olds (MW June 13, 2002).