Bangkok--6 Mar--Arc Worldwide
Olay gets vigorous in boosting consumers market in 2007 with ‘Experiential-Marketing’ strategy unveiling the new ‘Olay White Radiance Intensive Cream’ with 3 Diva brand ambassadors ‘Mai-Natalie-Amm’ to challenge a long-lasting natural fair skin experience nationwide
P&G Thailand unveils the new Olay White Radiance Intensive Cream with activities to boost markets in 2007 with experiential-marketing strategies to directly reach consumers with ‘Olay Beauty Challenge’ activity, using the latest 3 Young Divas who have accomplished Olay’s ‘Challenge’ to share their real impressive results of the most pleasant and unexpected gift of having long-lasting natural fair skin. The campaign also invites consumers to prove for themselves the new skincare products from Olay with tips to keep the skin looking naturally fair in a ‘direct experience’ activities where consumer will experience a long-lasting natural fair skin as every day’s special gift Olay gives to every women to reach for their dream confidently.
Mr. Thanayus Leeraphan, Assistant Brand Manager of Procter & Gamble (Thailand) Ltd., reveals that “Olay White Radiance Intensive Cream is the latest beauty innovation that offers 3-step treatments for longer-lasting natural fair skin. We want consumers to actually experience and receive the satisfying result of our new product, so we have created an experiential marketing concept where women can share their beauty experiences aiming to boost confidences among consumers who’ve never tried Olay before to try and prove the impressive result of longer-lasting natural fair skin.”
This ‘Olay Beauty Challenge’ is another step forward for P&G in its plan to penetrate into women’s skincare product segment. P&G applies ‘Experience Marketing’ as the main concept in creating this activity because the company wants the targeted customers who are urban female first jobbers aged between 24-30 years old to have an opportunity to try and prove the beauty result from Olay White Radiance Intensive Cream by themselves before making any purchase decision. P&G is very confident with the new formula’s effectiveness in giving a long-lasting naturally fair skin of Olay White Radiance which consumers will be satisfied and eventually decide to purchase the product.
“In this P&G’s experience marketing scheme, we are very confident that we would be able to effectively meet consumers’ demands. This follows the results in Olay’s research that consumers always worries about their facial skin problems; they want naturally white skin but never satisfied after having tried several products because the skins always get dull very easily or the skin does not look any different at all. Also, there are some products that make the skin look acute white. Many consumers stick to the belief that non-counter brand beauty products do not give good results. P&G has always cared about women’s needs so we have developed the new Olay White Radiance Intensive Cream to meet this consumer’s insight. Also, we have invested a lot in marketing plans by organizing experience marketing program as a choice that allows consumers to be able to try the product before buying. We are confident that this activity will create product loyalty among consumers helping P&G to maintain its leading position in skincare segment and continuously increase the company’s market share,” added Mr. Thanayus.
Moreover, to strengthen the amazing beauty result of Olay White Radiance Intensive Cream, the company also organized a special event where the 3 Young Divas ‘Natalie — Chiiaravanond, Mai — Visa Sarasas, and Amm - Suttikarn Wangchareontaweekul ,’ Olay White Radiance Intensive brand ambassadors who took the challenging mission of trying new Olay White Radiance Intensive Cream to tell their experiences about the impressive results of the product. All of the beauty ambassadors will tell their own actual experiences of long-lasting natural fair skin that leads to their achievement in career and created more confidence in their daily life. These stories will be communicated directly to the targeted customer to create confidence and credibility for them to experience the perfect beauty result with P&G.
Mr. Thanayus continued, “In this experience marketing event, P&G has allocated significant amount of budget in all types of marketing tools to boost sales and to create positive brand image such as television, printing media as well as marketing activities, public relations and point of purchase activities to reach consumers nationwide. Most of the budget will be used in activities that create brand experience among the consumers as a means to reiterate the brand into consumers’ mind and create re-purchasing leading to long-term loyalty to the products and maintain the product position in the markets. This is the latest strategy P&G uses in edging up its competitiveness by repeating its market leader image as the true skincare product for women.”
Olay White Radiance Intensive Cream has 10 times intensive Vitamin B3* that reduces blemishes and blotches and speed up the natural skin exfoliation that create fairer and radiant tones. The product also has SPF 24 that protects the skin from both UVA and UVB rays that can reverse the skin back into dullness, keeping the white skin to last longer. Also, it is enriched with nourishing vitamins and Olay’s special moisturizers that make the complexion naturally glowing from inside out and last longer without traces of oiliness. This product will make ‘everyday a special gift for woman to reach for highest achievement confidently.’
Also, Olay products gives special gifts for all women to reach for their professional dreams with more confidence through Olay special activities that invites Thai women nationwide to prove for themselves the long-lasting naturally fair skin with ‘Olay Beauty Challenge’ — a road-show that rotates to reach out for women in all corners of the country since the end of last year until today at beauty corners of leading department stores countrywide. For those who want to experience longer-lasting natural fair skin from new Olay White Radiance like ‘Mai, Natalie and Amm’ can check the product out at leading beauty stores nationwide.
*Vitamin B3 (Niacinamide) proportion when compared with Olay UV Cream
For more information: Arc Worldwide Thailand
Srisakow Nilacumn (Onn) / Tel: 02 684 5704/ Mobile: 081 851 9188
Pariya Dharmajiva (Ae) / Tel: 02 684 5704/ Mobile: 086 302 5957
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