玉兰油是全球美容市场上最知名的品牌之一，它与海飞丝、潘婷、威娜一起，构建了宝洁公司263亿美元年销售额的美容帝国。玉兰油原名叫Oil of Olay，2000年宝洁将名字缩为Olay，它的形象在过去50年中一直没怎么变过。现在，是时候让玉兰油品牌变得更有活力了。新形象由Ronald Burrage带领的宝洁公司设计团队、宝洁全球皮肤设计团队、LPK设计顾问公司三方联手打造。
Olay is one of the most recognized brands in the beauty market around the world and is part of P&G’s $26.3 billion business in the beauty and grooming category (along with Head & Shoulders, Pantene, and Wella). But the Olay identity hasn’t changed much in the last fifty years. The cameo — which I didn’t know cameo was a word to describe a “piece of jewelry, typically oval in shape, consisting of a portrait in profile carved in relief” — of the Olay woman has only been updated twice in that time. Clearly, it was time for some rejuvenating treatment, executed by P&G’s design team, lead by Ronald Burrage, Associate Director of Global Skin Design at P&G, and by consultancy LPK.
The new icon, according to Burrage, had to be strong, stoic and confident, yet similar to the form known worldwide. It must hold its place with type or on its own, in color or embossed. It must be consistent and always present. And above all, like the women she represents, the new icon must be beautiful.