P&G-owned skincare brand Olay partners with Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, to reach and engage with digital-savvy millennials in Southeast Asia with the launch of the Adult Fearlessly campaign. The refreshed brand campaign will be held exclusively on Shopee, across six markets, and will run from October 18 to 20 in the Philippines.
The campaign seeks to empower millennial women in their transition to adulthood by helping them overcome the perceived challenges of ‘adulting’ and invest in making good choices about their skincare needs.
Across the region, digital-savvy millennial consumers (34%) are now more likely to shop online every week (a survey of more than 1,000 consumers in Southeast Asia reveals), as e-commerce becomes a key channel for consumers to meet their daily and lifestyle needs. As such, Olay has witnessed a shift from offline to online sales and wants to connect with more audiences online with this digital-led campaign.
Building on Olay and Shopee Super Brand Days’ past success, this new campaign will feature a co-created video, “Fearless with your choices,” and exclusive promotions on Olay products to create an engaging online shopping experience.
Olay will feature its signature superior skincare range on its official store on Shopee Mall with up to 45% off on Olay products with a free magnetic wand from October 18-20! It includes Olay POWER DUO, a combination of the Olay Regenerist Micro-Sculpting Cream and Olay White Radiance Light Perfecting Essence that will help achieve firmer, plumper, and more radiant skin from first use. The Power Duo includes powerful and effective ingredients that can visibly transform skin in up to 28 days.
“As a leading skincare brand in the Philippines, we are always focused on how we can best connect with our consumers to provide the superior skincare products they need,” said Lucy Moran, Olay and Personal Care Senior eCommerce Director, Asia Middle East and Africa.
“Digital technology has transformed the shopping experience, and increasingly, young consumers enjoy browsing and purchasing their skincare essentials online. The partnership with Shopee enables Olay to connect with and serve our consumers effectively, offering convenience and the right skincare solution for their busy lifestyle,” adds Moran.
Martin Yu, Associate Director at Shopee Philippines, said, “We’re delighted to partner with Olay once again and have the opportunity to collaborate on the campaign video. Health & Beauty is one of the most popular categories in Shopee. We are confident that the Adult Fearlessly campaign will especially resonate with millennial and female Shopee users who enjoy consuming video content, and are purchasing more skincare products online.”
The campaign brings to life being “Fearless with your choices,” which depicts a woman’s journey into adulthood, facing the tension between personal desires, societal expectations, and concerns about physical appearances. With the personal and financial independence that comes with maturity – the adulting journey can be made more enjoyable by investing in skincare products of superior quality and good value. Against this backdrop, Olay seeks to inspire and empower women to make choices fearlessly by highlighting the pluses of being 30.
The Olay Super Brand Day campaign will offer these exciting offers:
Up to 45% off on selected products such as Olay Skin Magnemasks Infusion Whitening Sheet Mask, Olay Skin Korean Jeju Lava Sheet Mask, and Olay Skin Regenerist Anti -Wrinkle Set Wrinkle Relaxing Cream (50mL) + Revitalizing Eye Serum (15mL)
Gift with Purchase: Free Magnetic Wand with a minimum spend of ₱1,199 worth of Olay Skin Care products
Download the Shopee app for free on the App Store or Google Play Store.