Social Community Profile

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This week I selected a well known brand that is similar to that of my clients (skincare). I chose to profile Olay since it is a strong brand that has been around for many years now. I remember my mother using this brand for years and now I still see women continuing to use this brand in the many different product lines that Olay offers.

Olay has a pretty strong online presence I will list links to all social profiles and the skincare page at the end of the post for referencing. Olay focuses their marketing efforts towards women to enhance their beauty. The mission of Olay is “transformation that leaves skin beautifully ageless”. I noticed that Olay uses a lot of models and younger women to promote and model their products, not sure if this should be the focal point of their advertising efforts when the older generations are the ones that would like to reverse their aging skin. I did notice this comment multiple times in a couple of their channels too by visitors of the channel. Olay uses their channels to engage, promote, direct, and inform their audience of what the company is doing, offering, and what’s coming. They listen and respond to the audience and inform them of the direction the feedback will be directed (to the team).

My suggestion to Olay would be to begin using various age demographic models that would serenade better with the majority of the female demographic. By them using the models that are already beautiful and young doesn’t make sense to the older women, and they will begin to question the product and the product value. My client does a great job at sharing content that has a diverse demographic. The content she shares has before and after pictures with the duration noted in the majority of the content. My client is in the beginning stages of making a powerful statement online and is somewhat limited as to how she can promote the product because she is an Independent Consultant for the brand Rodan + Fields.

Here are links associated to Olay skincare:

https://www.olay.com/en-us/skin-care-products

https://www.facebook.com/OlayUS?brand_redir=1

https://www.youtube.com/user/olay/featured

https://www.pinterest.com/OlayUS/

https://www.instagram.com/olay/

I am not sure why when posting the Twitter address it is embedding the actual feeds, but I will keep it there so you can get a good reference as to how Olay is using that channel.

 

70 Comments


  1. Super job, Matther! Great example of a brand that you can glean insight from for your client. 🙂

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    1. I second that! Matthew did a great analysis of a beauty company for Social Community Profile. And by the way, the way you look at the issue using Olay as an example is also very successful. This company actively works with its audience on social networks and its marketing is simply excellent. A couple of years ago, I saw the Olay exhibition stand at the largest beauty exhibition in Europe, Cosmoprof Bologna, and it was something incredible. This exclusive construction made of white glossy polystyrene with many light boxes and LED lighting attracted the attention of all visitors and stood out from the neighboring booths. This amazing exhibition booth was created for Olay by the exhibition stand builder CARSHE, which is famous for its unique design and the highest quality of work. Therefore, I believe that all small businesses need to find a successful company in their field, follow its marketing strategy and adopt successful experience.even after many years.

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  8. Olay’s online presence is undoubtedly strong, but their marketing strategy raises an interesting question: are they targeting the right demographic? Using predominantly young models may not resonate with their core audience – older women seeking anti-aging solutions. This disconnect could lead to skepticism about product effectiveness. To better align with their target market, Olay should consider featuring diverse age groups in their campaigns. Showcase destiny credit real women, with relatable skin concerns, achieving tangible results. This approach would foster authenticity and trust among potential customers. Your client’s approach, highlighting before-and-after photos and diverse demographics, serves as a great example of effective marketing. By adapting this strategy, Olay can enhance their brand relevance and appeal to a broader audience.

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