OLAY REGENERIST Driving Skin Care Category Sales
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OLAY REGENERIST Driving Skin Care Category Sales
Skincare Category
Australian Skincare has growth at 6.44% on average between 2001-09
• (Aztec Facial History 2001 – 2009 Grocery)
Skincare growth has been driven by Anti-aging, growing at 10.91% CAGR
Olay has been key driver of both AA segment (TE, Reg, Definity, Monaco) and total
category growth delivering 10.01% CAGR
Olay is committed to continuing to driver total brand sales via Anti-aging – that
continue to drive category growth
Olay Strategy for continued growth
Continue to drive awareness of Regenerist
Establish it as the best and most advanced anti-aging skincare via
innovation and holistic marketing plan
Leverage on “Power claim” to bust their inherent believability barrier
Step change in FMOT to shake her out of “Olay is a grocery brand”
notion
Olay Strategy for continued growth
Stage 1 – Micro Sculpting Serum
• Background:
• In 2000, Olay launched Olay Total Effects which started the anti-aging revolution in ANZ (first mass
brand at $30)
• In 2009, Olay launch Olay Regenerist Micro-Sculpting Cream which once again step changed the
anti-aging segment
• In 2010, Olay will continue to drive the super premium segment via the expansion of the Olay
Regenerist Super-Cream range…..
• Introducing Olay Regenerist Micro Sculpting Serum 50ml – the first line extension in the Olay
Super-Cream range.
• Opportunity:
• It will switch consumers across from other brands, trade up consumers & add incremental products to
the consumer’s regimen
Big Success of Micro Sculpting Cream
Big Success Thanks to Strong Support From YOU
Now, Olay is Expanding the Premium Line-Up
to Further Drive the Category Growth
Step 1: Understand WHO, Purchase Barrier and Unmet Needs Top needs from target shopper • Reduces Existing Wrinkles and Fine Lines • Delays Wrinkles and Fine Lines From Occurring • Firms Up Skin Attitude towards skin care • It is worth paying more for quality skin care ingredients (67%, 152 ivr) • I put a lot of effort in looking my best (53%, 147 ivr) • It is important that my facial skin care brand keep pace with the latest technologies (63%, 197ivr) Trial Barriers • Superiority • Need to strengthen best in AA/innovator equity • Not top of mind, not YET the gold standard in AA Credibility/Believability • Lack of proof on how product works • Has provocative claims but unsure if it can deliver
Step 2: Product Innovation
Product Innovation – Product Technology
Micro Sculpting Serum
Regenerist’s Highest Concentration of Pentapeptides Ever
Potent Active Firming Package
Monaco system with 5ppm penta-peptide & 5% Niacinamide to target firming.
10% Glycerin and 0.1% sodium hyalauronate to target moisturisation.
Boosted anti-oxidant system (carnosine, green tea and BHT) Panthenol (1.25%)
Refined Active Delivery System
Silicone in water emulsion – incorporating silicone elastomer, silicone oils and
hydrophilic powders to minimise water evaporation without waterproofing the skin
Luxurious Look and Feel of a Prestige Serum
Blend of Definity elastomers & Monaco particles to give the feel/application of a W/S serum
Orange mica to give luxurious experience (the product looks and feels great!
Expected delivery to store: 23rd August 2010
Step 2: Product Innovation – Product Technology Slide is confidential – not to be left with customer
Step 3: Huge $5.9 million Marketing Plan
Magazine
Max
Spend
-‐
5
page
advertorials
in
key
Aus
1
titles
-‐Addresses
superiority
barrier
$0.5M
HUGE
TVC
-‐
Drives
education
around
serums
-‐
30
sec
TVC
on
Monte
Carlo
Digital
Spend -‐Email
blasts
$1.3M -‐
Banner
ads
Print
Online
Spend
$3.7 TV
HUGE
TVC
ER/PR
-‐Premium
In-‐store
execution
-‐P&G
Launch
events
(May
and
Aug)
-‐
design
how
Aus
1
wants
to
shop
ER/PR -‐
Exclusive
pitches
In-Store -‐
Blogger
outreach
Spend
$.2M
Spend
$.2MStep 4: The Right Shelving and Display
Shelving Strategy:
•Incremental Ranging
OR •Shelves Micro Sculpting Serum with Micro
Sculpting Cream as a premium line-up
• Within the premium line up, Shelving
follows regimen order.
i.e., Serum MS Cream
•Glorify the premium line-up on shelf with
branding and educationStep 4: The Right Shelving and Display
Drive Trade IN & UP & ACROSS to Olay Premium Boutique
& Category Growth
- Displays Premium Line-Up Together with Regenerist Base Range
- Elevate the In-store Experience to have a “Prestige” Look & Feel
- Drive Awareness & Trial of Olay Premium Boutique/Line-Up
- Strong closure claim: Firms as well as Serums costing $500*Step 5: Premium Pricing for Premium Proposition Line Priced with Micro Sculpting Cream to Expand the Category Growth via Further Driving Trade In and Up ANZ Micro Sculpting Serum Micro Sculpting Cream RRP $49.99 $49.99 RPP $44.99 $44.99 All decisions regarding retailer ranging, shelving, prices, and promotions are at the sole discretion of the retailer. Any recommendations from P&G are non-‐binding suggestions only.
New Regenerist line up
With
more to
come!Promotion Opportunity to help close sales in store Display opportunity to support $5.9 million launch & maximize sales for your store: - Counter unit: $40 - Display bin: $75 All you have to do is order $500 (RRP) of Olay products (including new Micro Sculpting Serum) per display and have the display up for at least 1 month Recommendation Purchase 12 units of new Olay Micro Sculpting Serum per store - Top up on Olay in every store to reach $1000 (RRP) value - Provide 2x Olay displays, 1x Bin and 1x counter unit per store - Catalogue in October and December 2010
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