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P&G’s ‘Olay Total Effects’ added to Saatchi & Saatchi’s roster

24-July-2007
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P&G’s ‘Olay Total Effects’ added to Saatchi & Saatchi’s roster

P&G has launched ‘Olay Total Effects’ with VitaNiacin that help fight the seven signs of skin ageing. The new product will see Saatchi & Saatchi work on the creatives. Former Miss Universe and actress Sushmita Sen has been roped in as brand ambassador for the newly launched ‘Olay Total Effects’ in India. There will be two media agencies handling the media duties – Madison Media and Starcom MediaVest for media buying and planning, respectively.

Vaishali Bhat, Associate Director, P&G India, commented, “Olay is a known skincare brand in the world’s fashion capitals. With the launch of ‘Olay Total Effects’ with breakthrough VitaNiacin complex, we are delighted to provide every Indian woman with one product that helps fight the seven signs of ageing. Hundreds of real consumers across the world who put ‘Total Effects’ to the test have fallen in love with it. We are very excited about ‘Olay Total Effects’ because we believe this product not only offers a new equation of beauty by helping fight the seven signs of ageing, but also provides practical benefits like ease of application and easy to carry.”

Along with Sen as the brand ambassador, India’s other leading beauty icons who have tried ‘Olay Total Effects’ and have seen a visible difference in their skin, launched the beauty product. They are celebrity hair stylists and beauty experts Dilshad Pastakia and Coleen Khan Affonso, TV anchor and actor Tisca Chopra, health and wellness expert Shikha Sharma, economist and head of Future Trends (Future Group) Roopa Purshottaman, and fashion designer Anita Dongre. The TVC of the new product will be soon released.

Commenting on how the need for a one-stop skin care product has led her to endorsing ‘Olay Total Effects’, Sen said, “Firstly, like Olay, I too believe that looking beautiful is one thing, but feeling beautiful is everything. This in-depth understanding of a woman inspired me to associate with ‘Olay Total Effects’. Secondly, hectic schedules and continuous exposure to sunlight, air conditioned vans, pollution, HMI lights, heavy make-up, etc. had taken a toll on my skin. Unfortunately, I do not have the luxury of lengthy skin care regimes. But thanks to regular usage of ‘Olay Total Effects’, I can now fight the signs of ageing and get younger looking skin, all in one tiny bottle.”

Consumer research conducted by P&G revealed that women tend to perceive only ‘fine lines and wrinkles’ as a sign of skin ageing. But, the fact is that there are seven such signs including appearance of pores, age spots and uneven skin tone, among others. The research also disclosed that very few women knew that the skin ageing process starts in their mid-20s, and not in the late 30s, as most perceive it.

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