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Marketing Matters: Professional Skin Care Comes Home

By: Liz Grubow
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.
Olay

Olay realized that little room is available at point-of-purchase to explain to women the features and benefits of its products and wanted to take a proactive role in helping women with a customized routine suited to their needs.

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To address this growth opportunity at mass, Olay has recently introduced a number of products within its successful Regenerist “science behind skin care” line that provide treatments historically only available in a doctor’s office, such as 14 Day Skin Intervention, Filling & Sealing Wrinkle Treatment, Daily Thermal Mini-Peel and the Eye Derma-Pod Anti-Aging Triple Response System.

With professional products blurring the line between the physician’s office and retail, consumers have more options to consider. Heightened consumer awareness of the benefits of using these products will fuel market growth. And the best part for consumers? No prescription or appointment is required.

Liz Grubow is vice president and group creative director of the LPK Beauty Group.In her 20-plus year career, Grubow has helped develop and manage brand identity programs for some of the world’s most successful beauty brands—including Pantene, Olay, MAX Factor International and Cover Girl.