Olay
From the dainty glass bottle on your grandmother’s nightstand to the most-trusted mass-market skincare brand worldwide. Iconic skincare mogul Olay dominates with time-tested staples for youthful-looking skin—and a legacy that lives on.
In 2019, the brand sought me out to concept, craft, and capture stories aimed at speaking to and resonating with the millennial audience. In collaboration with the team, we accomplished huge wins, including record sales—and Olay’s best fiscal year in 10+ years.
Single Compelling Thought
Olay's primary customer is women aged 50+. How can the brand evolve their voice, copy, and content strategy to better resonate with millennials and prove relevance among the country's biggest beauty spenders?
Testimonial
“Libby is an absolute powerhouse of a creative. I've always been deeply impressed by her breadth of skills, from high-level creative strategy to writing and storytelling, and the level of expertise with which she carries all of them.”
— Shelby Alexander, Beauty Designer at P&G/OlayPOWER COUPLES PROMOTIONAL CONCEPT
Independently strategized “Power Couples” concept that playfully paired bestsellers—and generated nearly $850,000 in the first three months.
2020 SUPERBOWL COMMERCIAL
The latest activation in the brand’s Face Anything campaign, aimed at the 45% of NFL fans who are women.
On set interviewing women employees who specialize in STEM for Olay
SUPERBOWL BUNDLES
Through strategic commerce executions, like this one, I helped the brand bring in nearly one million dollars in sales for Olay.com.
NEW SERUM LAUNCH
Olay’s first line of targeted serums to soften the appearance of fine lines, improve tone, and replenish skin’s moisture barrier.
PINK JAR INITIATIVE FOR 2019 BREAST CANCER AWARENESS CAMPAIGN
Refillable jars of Olay’s Micro-Sculpting Cream in limited-edition pink packaging—with 100% of proceeds donated to Bright Pink.
RETINOL24 LAUNCH
A collection that provides the transformative anti-aging benefits of retinol without irritation, dryness, or flaking.
