New York Fashion Week may be over, but one brand is yet to show: Olay.
With a re-vamped Millennial-targeted strategy and ad campaign, Olay will be making its NYFW debut tomorrow alongside a runway show for press and influencers. If the idea of a beauty brand hosting a runway show is confusing, for clarification the show won’t actually feature any clothes – or makeup for that matter.
The event will see beauty influencers and women from its new Face Anything campaign walk down the runway sans-makeup; appearing only as faces thanks to a tech-powered “skin-visibility cloak” that will leave everything from the face down invisible.
The point of the runway show is to highlight how well Olay skincare works, not just for mature skin. Each of the influencers walking (including YouTuber Lilly Singh, Olympic gold medalist Aly Raisman, and influencers Dulce Candy and Maya Washington) have completed Olay’s “28-Day Challenge” – using Olay’s moisturiser and eye cream for four weeks.
The runway show is part of the brand’s wider brand campaign called Face Anything. Thus far, the brand has debuted a ten-page spread in Vogue’s September issue and outdoor ads in Times Square.
Speaking on the new Millennial-focused strategy Olay at Procter & Gamble Global vice president Chris Heiert said: “It’s really getting back to the consumer at the heart [of the brand]. We want to be an inclusive brand and focus on that Millennial approaching 30, seeing what needs and desires she has in skin-care products. The [Face Anything] campaign — this brings relevancy within the consumer group.
