Its new campaign combines the advances in skin science with key insights surrounding how women’s perspectives on aging are evolving
International skincare giant, Olay, has launched a new advertising campaign titled, Ageless, to reflect how advances in skin science have combined with key insights surrounding the way women’s perspectives on aging are evolving. Having debuted recently, the push has begun to spark some serious buzz over social media.
According to the brand, the promotional exercise is based on a global survey newly conducted in partnership with survey.com, targeting 6,800 women in 11 countries. A major finding revealed that eight out of 10 women worldwide believe chronological ages will continue to become less relevant over time.
The study was designed to capture how women’s attitudes on aging have evolved. Ultimately, it reinforced that women are less limited by what is considered ‘age appropriate’ and instead are in the present era, defined more by how they act, think, and feel.
“Discoveries like this put Olay in the best position to fuel the new ageless era. Our experts know skin better than anyone else and we know how to formulate the most effective ingredients into skincare products that deliver real, visible results,” said Alex Keith, President of Global Skin & Personal Care at Procter & Gamble.
“We get so many testimonials and photos from long-time Olay users who look astonishingly young. With this new campaign, we’re tapping into the ultimate beauty victory—for a woman’s skin to never give away her true age.”
Further findings indicate that the majority of the study’s U.S. respondents (66%) have found that over the past five to 10 years, women look better than ever, and it is difficult to tell a woman’s true age. In fact, three-quarters of American females hold that a combination of genetics and lifestyle most affects the way the skin ages.
Meanwhile, another three quarters agree that physical appearance is more likely to give away a woman’s age than the way she behaves, and the majority of women surveyed indicated that the best compliment they could receive is, “I would have never guessed your age”. However a gender gap still persists.
90% of women in the United States agree that as women age, the way they are perceived by society changes much more than it does for men. Yet, two-thirds (66%) said that age is less relevant now than it was for their mothers and 78% expressed that they feel more confident now than they did 10 years ago.
Supporting the movement is Olay’s Multi-Decade and Ethnicity Study, the largest and most comprehensive genomic and skin aging study to date, which analysed the expression of 20,000 unique genes from more than 300 women of four varying ethnicities across six decades of life.
It has uncovered specific ‘aging tipping points’ by decade, and identified a unique group known as exceptional skin agers whose skin’s biological behaviours, gene expression patterns, and lifestyle choices have helped them look way younger than their actual age.
The work is the subject of a New York Times T Brand Studio documentary feature, premiering on 10 December 2015, which offers a behind-the-scenes look at Olay skincare labs and the research that goes into the brand’s products—like the 8.8 million jars of Regenerist Micro-Sculpting Cream yearly.