A customised current affairs Olay TV programme on women's beauty questions, hosted by a TV newscaster, was crafted. Endorsed by a top skincare surgeon, with patients' testimonials, "Women Talkpoints" included celebrity skincare tips. It bonded with women via the neutrality and credibility of the newscaster, with a unique beauty/TV current affairs environment. Women were invited to tune in to discover 'breakthrough skincare technology' from Olay.

Retail reported four times increase in offtake after the TV programme. The strategy delivered fantastic business results. Olay achieved 8% value share gain in a month – double the target amount and regained clear category leadership at 29% value share in two months. It retains market leadership six months post launch.