Olay gets new mom Genelia to share her skin age story

Olay, P&G’s leading skin care/beauty care brand globally, has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi, this campaign aims to educate young women about the early signs of ageing.

Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care) said “It is our ongoing endeavour to educate the Indian woman about her skin and provide

for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we

needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign. ”

Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin

transformation story after motherhood..thanks to Olay..was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and

motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.

Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi adds, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs

of skin ageing are and fight it with Olay.” Here’s hoping that more and more women discover the secret to getting younger looking skin.