Olay Rebranding — Business Strategy & Design Thinking Lessons

In the late 1990s, P&G was looking for ways to dominate the beauty industry. Their research showed that focusing on skincare would help them in achieving their goals.

Skincare(soaps, cleansers, moisturizers, lotions, and other treatments) contributed about a quarter of the total beauty industry at that time.

Image Source:: CNBC.com

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How focusing on skincare could help P&G? —

• Loyalty — A detailed study revealed that customers remain loyal to their skincare brands as they deemed it risky to experiment with other new products/brands. It implies that a skincare brand could gain higher customer lifetime value from each consumer — A critical requirement for building a sustainable business.
• Halo Effect — Consumers also exhibited a positive attitude towards other beauty…