Brand strategists for Olay products know they’re doing something exactly right when Advertising Age magazine calls a marketing tool a “killer online app.” Those same strategists know a method has hit the ball out of the marketing stadium if it works well enough to draw a million visitors since January, persuading 80% of those visitors to take part in an involved question-and-answer process, and to spend an average of 8 minutes on the site. No wonder those strategists are taking that process to stores, putting kiosks in the aisles so consumers can experience ‘Olay for You.’ In the article, Advertising Age explores several online to offline product models. What’s so special about Olay branding?

I’m a long time fan of Olay products, following in my mother’s footsteps. Mom is almost 80 years old but her skin is still amazing. She uses the regular Olay lotion, but arch consumer that I am, I use the face wash, the lotion, the cream and a number of other products. We live in a competitive world and whether we’re self-employed or we’re seeking employment from others, it can’t hurt to look our best, especially (and it pains me somewhat to admit this), if we’re female.

The Olay website is amazing—you can get a live consult, learn about every product in the company portfolio, and join Club Olay. Coupons from this company are among the select few I pay attention to. As my husband likes to remind me, women are not cheap. I tell him I’m saving money by buying products I can get at any large retailer as opposed to those exotic tubs and tubes you get at the mall. I actually tried an alternative product several years ago, paying far more than I should have for a small bottle of clear liquid that promised my face everlasting youth. I tried that product once, smearing it sparingly over my face just before going to bed. As my husband kissed me good night, he whispered, “You smell kind of like a cucumber.”

Since then Olay occupies its well-deserved throne in my caboodle.

(The video below, a commercial aired in the Philippines, reflects the global value of a product that is affordable and dependable, a message we’d understand in any language. I looked at quite a few videos, some new and some old. I realized the message is timeless, echoing the acumen of Olay brand strategists.)

Technorati Tags: Beneath the Brand, Talent Zoo, Kay B. Day, branding, marketing, online marketing, olay, advertising, cosmetics

Filed under: Advertising, Branding, Industry News, Marketing Trends, Personal Opinions, Product Placement