P&G's four billion dollar beauty brand Olay was falling short as the gold standard in masstige skincare. Their challenges; regions were operating too independently, shopping six sub-brands was overly complicated, and the design was lacking style and prestige. As a result, global market share was down, brand equity was lowering, and negative perceptions were on the rise. The solution became a unified and complete redesign which spanned an aggressive two-year timeline which transformed Olay from a mass to class brand. Over one thousand sku's were reimagined across Asia, Latin America, Europe, Russia, and North America. The steps that were critical to the evolution modernizing the logo, moving to one global brand identity vision, managing regional customization, upgrading the structural language, enhancing the tone-of-voice, and lastly one comprehensive global guideline.

Additional work

Six global sub-brand extensions

Brand architecture

Marketing packaging and activation toolbox

Innovation platforms