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  • August 2020 (Revised September 2020)
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Facelift at Olay (A)

By: Sunil Gupta, Rajiv Lal and Olivia Hull
  • Format:Print
  • | Language:English
  • | Pages:22
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Abstract

By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new direct-to-consumer brands catering to millennial women, North American Skin Care General Manager Chris Heiert must identify a winning marketing strategy that will appeal to women of all ages.

Keywords

Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio

Citation

Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)
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About The Authors

Sunil Gupta

Marketing
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Rajiv Lal

Marketing
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Related Work

    • August 2020 (Revised January 2021)
    • Faculty Research

    Facelift at Olay (B)

    By: Sunil Gupta, Rajiv Lal and Olivia Hull
    • April 2021
    • Faculty Research

    Facelift at Olay (A) & (B)

    By: Rajiv Lal, Sunil Gupta and Olivia Hull
    • August 2020 (Revised September 2020)
    • Faculty Research

    Facelift at Olay (A)

    By: Sunil Gupta, Rajiv Lal and Olivia Hull
Related Work
  • Facelift at Olay (B) By: Sunil Gupta, Rajiv Lal and Olivia Hull
  • Facelift at Olay (A) & (B) By: Rajiv Lal, Sunil Gupta and Olivia Hull
  • Facelift at Olay (A) By: Sunil Gupta, Rajiv Lal and Olivia Hull
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