Olay launches regional body wash push

The Total Effects shower cream and body butter is being launched first in Singapore ahead of a regional roll-out in Southeast Asia.

In common with Olay’s skincare products, the anti-aging insight plays a central role in the activity, bolstered by research which demonstrates that women spend more time on their facial care routine than body care. 

A high visibility in-store presence is the focus of the Saatchi & Saatchi-developed campaign, which also employs print, TV, outdoor and PR elements.

Salil Murthy, brand manager at P&G, said the brief to the agency was to help communicate the message that “women need to fight the signs of aging skin in totality to recapture a top-to-toe youthful glow.”

Singapore was chosen as the launch pad for the product due to city’s mature body wash market.

The product dominates in-store platforms by employing banners, wobblers, header boards, hanging mobiles and small display stands.

“We believe that point of sale is critical because it is where the consumer first meets our product - she has the opportunity to touch, feel and smell it. We call it the first moment of truth for our brands, and it is critical that we win here,” said Murthy.

The point-of-sale material displays a young woman wrapped in a ribbon of moisture. Gerald Gonzalez, regional director at Saatchi & Saatchi, who handles the Olay brand, said that the water was used in this image to highlight the fact that this product was a cleansing product since Olay Total Effects is not currently associated with cleansing.

The campaign is supported by PR and a TV spot depicting Olay police stopping women who have not taken care of their body skin.

The target audience is young women who currently use Total Effects moisturisers. The Singapore campaign will run throughout the year.