Olay has launched a major brand restage in Australia and New Zealand with the rollout of its new campaign, Hello Better Me, a strategic repositioning that reflects the changing way women relate to ageing.
The shift comes as the brand continues to lead the anti-ageing category in facial skincare and responds to growing demand for more empowering, inclusive and authentic beauty narratives.
The campaign is led by a new brand film, A Better Look, developed by PG One, which reframes the mirror - traditionally a site of self-critique - into a space for self-recognition and celebration. It follows three real women as they reflect on how they see themselves and ultimately shift their focus from signs of ageing to signs of resilience.
"As women, we're so hard on ourselves. We tend to think that our best years are behind us - that we were better when we were skinnier, peppier, fresher-faced," said PG One executive creative director, Sarah Ko.
"But we’re actually at our most beautiful right here, right now - with all the wisdom and experience and battle scars we've earned along the way."
"Olay honours that by bringing out your best skin, so that everything you’ve been through can look incredible on you," said Ko.
The film is supported by a full-funnel marketing rollout across broadcast, digital, influencer, retail and earned channels. New POS creative is now live in-store nationally, with influencer integrations scheduled to activate from July through September.
The campaign also marks the appointment of actor and entrepreneur, Pia Whitesell as the brand's newest ambassador.
Whitesell is the face of Olay in ANZ, bringing authenticity and relatability to this pivotal brand moment.
You can find the Olay product range and download hi-res imagery for editorial inclusions, here.
Image credit: Supplied
