To get women talking, a current affairs Olay-branded TV programme on women’s beauty questions was developed, hosted by a national primetime TV newscaster. “Women talk points” – ordinary women’s beauty struggles, endorsement by a top skincare surgeon, her patients’ testimonials, celebrities’ skincare tips - were brought to women’s attention via the neutrality and credibility of the newscaster. Special ‘breaking news capsules’ trailers were designed to tease – an invitation by the TV newscaster to tune in to discover ‘breakthrough skincare technology’ from Olay.

Olay had an 8% value share gain in a month, regained category leadership at 29% value share in two months, and retains market leadership six months after. Sales shot up four times right after the TV programme. Retailers complained that significant quantities of products were stolen from stores.