The Chinese Canadian consumer always wants to look her best, whatever the challenges of her Canadian life. She trusted Olay back home and P&G wanted us to reassure her that it was the brand to trust here too. Using Chinese New Year season as a launchpad, we positioned Olay as a fresh start for her skin at the start of a new year. Evocative headlines delivered the brand’s confident beauty affirmations over two consecutive years. To ensure that the creative gave priority to Chinese beauty standards rather than western ones, each ad featured a winner of the Miss Chinese Toronto Beauty Pageant shot by the reputed fashion and beauty photographer, Richard Picton. It was the first of several campaigns we created for P&G’s beauty portfolio.

Chinese New Year. It is the worst of times. It is the best of times.
In the particularly noisy multicultural media environment during festive seasons (there are many) we stand out by zagging when others zig. When asked to launch Olay Regenerist Luminous in a cluttered CNY space filled with "have a prosperous new year" wishes, we used Chinese New Year as a launchpad to stand out instead of blending in. We positioned Olay as a fresh start for her skin at the start of a new year. Evocative headlines delivered the brand’s confident beauty affirmations over two consecutive years. The "new beginnings" brand story perfectly matched the promise of auspicious new beginnings that CNY represents to Chinese consumers. Message and medium both stayed true to the brand in tandem, lifting our communications above the cacophony of typical CNY festive advertising and carving out precious "white space" for the Olay launch. In classic P&G form, we rinsed, lathered and repeated the formula for the next Chinese New Year, with a second beauty queen.