Olay, owned by Procter & Gamble, will no longer use retouched photos in cosmetics ads.
Thus, Olay joins a new trend, which has already been followed by some brands from manufacturers such as Unilever and CVS Pharmacy. As practice has shown, this approach allows you to attract more attention from buyers, especially millennials and Gen Z. It is stated that by the end of 2021, Olay will completely abandon “improved” images in advertising campaigns in the US and Canadian markets. And then the same trend will be transferred to other countries. This will apply not only to materials from the brand itself, but also to content created by partners, including popular bloggers.
According to a recent survey conducted by Mintel, 40% American women believe that beauty ads "give unrealistic expectations." At the same time, there has been a gradual trend towards a natural appearance, with minimal use of cosmetics. Against this backdrop, advertisements in which marketers are too fond of retouching, not only do not attract young consumers, but even repel them.
Today, Olay owns about 6% of the global skincare market, according to P&G's annual report. The brand is doing very well, but at the same time it experiences constant and very strong competition and gradually begins to lose ground. Naturally, Olay cannot ignore the latest global trends.