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Olay ProX Twins

Propelling a Sales-Driving Program from Local to Global

The Challenge

When Olay identified a decline in its ProX boutique business, they challenged agency partners to create sales-driving program ideas to bring new and lapsed users back.

Our Approach

DeVries Global initiated a new PR-led process leveraging innovative work in being done in Greater China and re-applying it to the US. Our program “ProX Twins” became a holistic approach using a groundbreaking Chinese clinical study in which twins demonstrated product efficacy proving good skin can be achieved regardless of one’s genes.

Now a new study has found a way to show living, breathing proof of how well an anti-aging regimen really works…by using identical twins.
BeautyBlitz.com
20 %
sales increase
21 M
media impressions
682 k
views for a single video

The Results

The program drove a 20% sales increase plus total Olay value share growth for the first time since December 2010. A groundswell of earned coverage prompted 21,000,000 media impressions from top target outlets including Allure, Refinery29 and BeautyBlitz.com. Unprecedented social engagement flooded Olay’s channels, generating 682,000 total views for one video and 19,000,000 views of one Facebook post – record setting in Olay’s history. The program also included a strategic connection to retail via a partnership with nationally syndicated talk show The Doctors. ProX Alliance dermatologist Dr. Doris Day and two twin sets were featured in an on-air segment.  Olay ProX Tone Correcting Protocols and Twins collateral was shared with 1,000,000 Beauty Advisors.