Olay takes aim at Millennials with new retinol range

P&G wants to connect younger consumers with 'hero' ingredient.

In a major sign that the oldest cohort of Millennials are approaching 40, P&G‘s super brand Olay launched the Regenerist Retinol 24 range in the US last year.

Featuring three products – a serum, a night cream and an eye cream – the brand sells two jars every minute in the US.

Following such rapid success stateside, Olay recently launched the range in Australia, Singapore, Thailand, the Philippines, and Malaysia.

Currently available at Chemist Warehouse and online at olay.com.au, Olay is also encouraging younger Millennials in their 20s to consider using retinol-based skincare by advising that they can use all or part of the line-up.

P&G research discovered that 44 per cent of Millennial consumers were unaware or had never tried products incorporating retinol as a hero ingredient.

According to Alexandra Vogler, associate director, P&G digital transformation and communications: “Our research shows that Millennials in their 20s spend considerable time juggling their work and private lives and,  as a result, understand the importance of transformative products that can help their skin recover as they sleep.

“By launching this ground-breaking range, the brand hopes to connect our Millennial consumers with products made of retinol, an ingredient known in the skincare industry as one of the most reliable and effective skincare ingredients.”

In Singapore, Thailand, the Philippines and Malaysia, Olay teamed with Shopee, one of the largest e-commerce platforms in Southeast Asia, to debut the Retinol 24 range on its Super Brand Day.

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