Olay: Brand Profile (US)

With a global audience in almost 80 countries, beauty and skincare brand Olay is one of Procter & Gamble's biggest properties, and the global best-seller in facial skincare. Sales broke through the $2bn barrier in 2008, and were estimated at around $2.9bn for 2012. The range now extends to more than 100 different moisturizing and cleansing products. It's a very long way from the brand's original development as a treatment for wartime burn victims, and this growth has been achieved despite fierce competition in the segment from rivals Dove, Neutrogena and Nivea, each of which has rolled out a similar host of brand extensions. In an attempt to shrug off its competitors, Olay has pushed aggressively into the upper end of the market with a series of premium-priced anti-aging and regenerating products.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

The Adbrands Company Profile of Olay summarises the brand's history and current operations and also contains the following website links:

Olay global website

Olay Daily Facials	Olay Canada
Olay Total Effects	Olay Fairness China
Olay Total Effects Australia	Olay Total Effects Netherlands
Olaz Germany	Olay Fairness Thailand
Olay Dermatology	Olay Fairness Hong Kong

Procter & Gamble

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