Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive...

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OLAY REGENERIST Driving Skin Care Category Sales

Transcript of Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive...

Page 1: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

OLAY REGENERIST

Driving Skin Care Category Sales

Page 2: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Skincare Category

Australian Skincare has growth at 6.44% on average between 2001-09 •  (Aztec Facial History 2001 – 2009 Grocery)

Skincare growth has been driven by Anti-aging, growing at 10.91% CAGR

Olay has been key driver of both AA segment (TE, Reg, Definity, Monaco) and total category growth delivering 10.01% CAGR

Olay is committed to continuing to driver total brand sales via Anti-aging – that continue to drive category growth

Page 3: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Olay Strategy for continued growth

Continue to drive awareness of Regenerist

Establish it as the best and most advanced anti-aging skincare via innovation and holistic marketing plan

Leverage on “Power claim” to bust their inherent believability barrier

Step change in FMOT to shake her out of “Olay is a grocery brand” notion

Page 4: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Olay Strategy for continued growth

Stage 1 – Micro Sculpting Serum

•  Background: •  In 2000, Olay launched Olay Total Effects which started the anti-aging revolution in ANZ (first mass

brand at $30) •  In 2009, Olay launch Olay Regenerist Micro-Sculpting Cream which once again step changed the

anti-aging segment •  In 2010, Olay will continue to drive the super premium segment via the expansion of the Olay

Regenerist Super-Cream range….. •  Introducing Olay Regenerist Micro Sculpting Serum 50ml – the first line extension in the Olay

Super-Cream range.

•  Opportunity: •  It will switch consumers across from other brands, trade up consumers & add incremental products to

the consumer’s regimen

Page 5: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Big Success of Micro Sculpting Cream

Now, Olay is Expanding the Premium Line-Up to Further Drive the Category Growth

Big Success Thanks to Strong Support From YOU

Page 6: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 1: Understand WHO, Purchase Barrier and Unmet Needs �

Top needs from target shopper •  Reduces Existing Wrinkles and Fine Lines •  Delays Wrinkles and Fine Lines From Occurring •  Firms Up Skin

Attitude towards skin care •  It is worth paying more for quality skin care ingredients (67%, 152 ivr) •  I put a lot of effort in looking my best (53%, 147 ivr) •  It is important that my facial skin care brand keep pace with the latest technologies (63%, 197ivr)

Trial Barriers •  Superiority •  Need to strengthen best in AA/innovator equity •  Not top of mind, not YET the gold standard in AA

Credibility/Believability •  Lack of proof on how product works •  Has provocative claims but unsure if it can deliver

Page 7: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 2: Product Innovation �

Page 8: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare
Page 9: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Product Innovation – Product Technology �Micro Sculpting Serum

Regenerist’s Highest Concentration of Pentapeptides Ever

Potent Active Firming Package Monaco system with 5ppm penta-peptide & 5% Niacinamide to target firming. 10% Glycerin and 0.1% sodium hyalauronate to target moisturisation. Boosted anti-oxidant system (carnosine, green tea and BHT) Panthenol (1.25%)

Refined Active Delivery System Silicone in water emulsion – incorporating silicone elastomer, silicone oils and hydrophilic powders to minimise water evaporation without waterproofing the skin

Luxurious Look and Feel of a Prestige Serum Blend of Definity elastomers & Monaco particles to give the feel/application of a W/S serum Orange mica to give luxurious experience (the product looks and feels great!

Expected delivery to store: 23rd August 2010

Page 10: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare
Page 11: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 2: Product Innovation – Product Technology �

Slide  is  confidential  –  not  to  be  left  with  customer

Page 12: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 3: Huge $5.9 million Marketing Plan �

TV

Print

Online

ER/PR In-Store

Magazine  Max  -­‐  5  page  advertorials  in  key  Aus  1  titles  

-­‐ Addresses  superiority  barrier  -­‐   Drives  education  around  serums  

Digital  -­‐ Email  blasts  -­‐   Banner  ads  

ER/PR  -­‐ P&G  Launch  events  (May  and  Aug)  

-­‐   Exclusive  pitches  -­‐   Blogger  outreach  

Spend $1.3M

Spend $0.5M

Spend $.2M

Spend $.2M

Spend $3.7

HUGE  TVC  -­‐  30  sec  TVC  on  Monte  Carlo  

HUGE  TVC  -­‐ Premium  In-­‐store  execution  

-­‐   design  how  Aus  1  wants  to  shop  

Page 13: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 4: The Right Shelving and Display �

Shelving Strategy: • Incremental Ranging

• Shelves Micro Sculpting Serum with Micro Sculpting Cream as a premium line-up

•  Within the premium line up, Shelving follows regimen order. i.e., Serum MS Cream

• Glorify the premium line-up on shelf with branding and education

OR

Page 14: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

-  Displays Premium Line-Up Together with Regenerist Base Range -  Elevate the In-store Experience to have a “Prestige” Look & Feel -  Drive Awareness & Trial of Olay Premium Boutique/Line-Up -  Strong closure claim: Firms as well as Serums costing $500*

Step 4: The Right Shelving and Display �Drive Trade IN & UP & ACROSS to Olay Premium Boutique

& Category Growth

Page 15: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Step 5: Premium Pricing for Premium Proposition �

ANZ Micro Sculpting Serum Micro Sculpting Cream

RRP $49.99 $49.99

RPP $44.99 $44.99

Line Priced with Micro Sculpting Cream to Expand the Category Growth via Further Driving Trade In and Up

All  decisions  regarding  retailer  ranging,  shelving,  prices,  and  promotions  are  at  the  sole  discretion  of  the  retailer.    Any  recommendations  from  P&G  are  non-­‐binding  suggestions  only.  

Page 16: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

New Regenerist line up

With more to come!

Page 17: Olay Regenerist Serum - YouSave Chemist · Olay Strategy for continued growth Continue to drive awareness of Regenerist Establish it as the best and most advanced anti-aging skincare

Recommendation Purchase 12 units of new Olay Micro Sculpting Serum per store -  Top up on Olay in every store to reach $1000 (RRP) value -  Provide 2x Olay displays, 1x Bin and 1x counter unit per store -  Catalogue in October and December 2010

Promotion Opportunity to help close sales in store�

Display opportunity to support $5.9 million launch & maximize sales for your store: -  Counter unit: $40 -  Display bin: $75

All you have to do is order $500 (RRP) of Olay products (including new Micro Sculpting Serum) per display and have the display up for at least 1 month