Each month, 100,000 women are sent a newsletter through the Club Olay CRM programme. The relationship has been enriched and developed through 'woman to woman' tonality and relevant information, product initiatives and competitions. The look and feel tackle the 'old-fashioned' brand perception by using clean and fresh design, perfectly suited to the web-savvy 25-45 year-old female demographic.Through bi-weekly emails, consumers are driven to an interactive diary which includes up-to-the-minute product information.