Problem description:
I have used Olay for seven or eight years, and the effect is very good. I heard that Olay is only suitable for middle-aged women, so I stopped using it for nearly half a year, but I started using it again because I thought Olay was suitable for me. Recently, I have often heard that Olay has a good effect because of its very high lead content. Who knows the ingredients of Olay, please tell me, thank you. It's not in the manual. Not at all.
Analysis:
Many people are saying that the lead in Olay exceeds the standard, but I saw from an article that it did not exceed the standard. Take a look! It's a dialogue between the host and Olay brand manager!
Olay brand manager Ally Li visited Sina.
anonymous
On August 20th, Brand Watch invited Olay guests to visit the guest chat room of Sina. The picture on the left shows Miss Ally Li, the brand manager of Olay Company.
Brand observation: OLAY Ally Li and others visited Sina.
Moderator: Two guests have been using Olay products. Please tell us what series of products they use.
Ally Li: My skin is fine. It has always been considered good since childhood. Actually, I've been using jade since college.
Blue oil products use some basic series. Basically, my skin is neutral and dry, which is a good state. Young people are about 25 years old, and the products they use can be deep cleanser, followed by cream, which can protect themselves from the sun during the day and at night. This is a relatively young era. However, after the age of 25, with the growth of age, skin problems will gradually appear, and the skin will feel more and more aging. At this time, you need to use special skin care products, such as eye cream or essence cream, especially once a week. At this time, it is recommended that you use moisturizing and whitening mask or nutrition mask. If you are busy, I will recommend you to use some special skin care products, of course.
Liu Ling: I think in this business, I often do experiments on my own skin. Many times, some new products are felt on my own skin before they are put on the market. The product I'm using now is a new skin rejuvenation series that we haven't listed yet. I will use a layer of our essence cream during the day, then add a new sunscreen, and then I will use a new night cream at night. For cleansing products, I usually use Olay revitalizing cleanser. If it is a business trip, I will bring clean cotton. In addition, Li Ying and I have the same point of view, that is, when you use a nutritious moisturizing mask, your skin will be in a bad state. If you take surprise care for a period of time, the mask is a very good product and you will feel very good after using it.
Moderator: If I remember correctly, if I use it for one day for five consecutive days, my skin will be greatly improved. Many netizens have been paying attention to this issue before. I heard that Olay mask is also great, because another product of P&G, SK2 mask. Are the ingredients of these two masks similar?
Liu Ling: This is different. The essence of facial mask is different. SK2 is a living cell. Olay mask, whitening mask contains some whitening essence, such as mulberry essence. Another mask contains a lot of vitamins and natural essence. To achieve the effect of hydrating. It should be said that SK2 and Olay have good effects, so choose according to your own needs.
Moderator: In my impression, the advertisers of Olay are all very pure and confident girls. It seems that no star has ever endorsed the brand of Olay. Why are Olay's advertisements different from other P&G brands, such as shampoo, and so on, inviting celebrities or supermodels to endorse products?
Ally Li: First of all, in principle, it is not a matter of principle whether we invite stars or not. We can invite stars or not, which depends entirely on the selling point of this product or the information we want to convey to consumers. Basically, I haven't invited a star for so many years, but it can be said that the advertisement of Olay has created a star. Everyone grew up watching the advertisements of Olay. Maybe they didn't know this man at that time. After a few years, they may suddenly see this person become a star, such as Zhang Ziyi. In fact, she also advertised for us when she was young, such as Li Bingbing and Anita Yuen. We discovered their beauty before they became stars, and we Olay can proudly say that we had them when these girls grew up. Even if we use a star, we will not regard her as a star, let alone let the star stand in front of the camera and simply say that this product is very good. This is the model used by most products. In fact, if we use a star, we will also put the star in a story, let her tell her own story and really communicate with consumers.
Liu Ling: The consistent principle of Procter & Gamble Company is that this star has used the products for a long time before and really thinks the products are good.
Moderator: The promotion in the market is also a supplement to brand management. As a brand manager, which way should Olay be more suitable for branding?
Ally Li: From the perspective of P&G's business philosophy, we certainly have some emphasis. Some of them are our very traditional channels, such as the so-called mass media, which is the form of TV advertisements. This form is actually the founder of Procter & Gamble, and it is very experienced, and it is also a very effective mode of contacting consumers in China. But on the other hand, because we are skin care products, it has something to do with consumers' faces. Under such circumstances, we should go to consumers or communicate with them in a more comprehensive and extensive way, because different communication channels will give consumers different information, such as our advertisement will be more important, or consumers will be interested in information at first sight, but she may not be able to obtain specific skin care knowledge in a 30-second advertisement, and so will mass media such as advertisements. So we will have some other models. We hope to convey information to consumers through an all-round model. For example, Olay has 2000 counters all over the country, and our beauty consultant tells consumers comprehensive and detailed product information. We will also have advertisements in magazines, some in-depth columns in magazines and give us some comprehensive information. The website is also a channel that we often use. For example, on Sina.com, we can get more specific product information, and we can also get product samples. For professionals or beauty consultants, public relations activities are an important channel because their requirements are different from those of consumers. They need to know the latest trends and conditions in the beauty industry, and public relations is the best way to treat them. Among these forms, it is important to say which is important and which is not. We need to give different information to the audience through different channels.
Moderator: Just now, Miss Ally Li told us her own understanding of brand building. We know that since 200 1, Olay has set up pure beauty spaces in Beijing, Shanghai, Guangzhou and other major cities, as well as activities such as "pampering yourself and caring for the most beautiful clothes-Olay Body Bath Workshop". I would like to ask you to introduce your views on Olay's successful public relations activities.
Liu Ling: A successful public relations activity should be more than a simple press conference of opinion leaders. It must be the connection between the characteristics of our product and whether this product can really promote the lives of consumers. This is a successful public relations activity. In the past few years, we have become the topic of discussion several times, such as pure beauty space. Actually, this is a free service. Consumers can make an appointment, have skin care consultation, product introduction, and even some treatments that can only be obtained by going to a beauty salon. This is also a pioneering work in China. A series of bath workshops made of Olay let you know how to care. We also sent flowers to women, and Olay brought them surprises. I hope we can be together with our female friends in spirit and life.
Netizen: How does Olay maintain its advantage among competitors of similar products?
Ally Li: This is actually an issue that we are very proud of. In recent two or three years, more and more skin care brands, whether international brands, counter brands or non-counter brands, including some local brands, have increasingly entered the skin care market. Now there are about 3000 to 4000 skin care products, which is a very competitive product category. However, Olay's business has not been affected, but has been on the rise. Why is this happening? There are several aspects.
As far as the brand Olay itself is concerned, the first important thing is to adhere to the concept of our own products, and the concept of brand management should not be changed because of the influence of people around us. For example, the brand positioning we insist on is to make our consumers live better and better from the inside out. We are still saying this sentence, and it has not changed because of the entry of other competitors, or it is very important to follow other competitors and repeatedly tell consumers what you trust and think is right.
Secondly, we believe that scientific and technological achievements are beautiful. Without product innovation and innovation, as well as technological innovation, it is impossible to have strong competitiveness in this market. This is why very small brands can succeed in other products, but not in skin care products, because skin care products require high technology content, and only with the support of technology can they succeed.
Third, we insist on finding our target consumers at all levels. We have strong advertising support and the support of more than 2000 counters across the country. We are not afraid of competition. In fact, we are not worried about the entry of competitors. In this era of China, the more competitors enter this field and grow together in this field, it will benefit everyone, first of all, consumers, and secondly, manufacturers. At 200 1 last year, Olay began to launch the first whitening mask, which is this cotton mask. At that time, only our brand had this mask. Now you go to the market, there may be twenty or thirty kinds of this kind of cotton mask, but our business has not been affected. On the contrary, the sales of this mask have been rising.
Liu Ling: I want to add one thing. In our research and understanding of consumers, P&G has a famous saying that consumers are our bosses and our gods. We must listen to what consumers want, so that we can be invincible in developing what they need most. Olay does a lot of market research every year, contacts thousands of consumers, and listens to her demands, their demand for improvement of our products and so on. This is also the need for our success.
Moderator: I heard that Olay announced that its global annual sales exceeded one billion dollars. What is the concept of a single brand achieving sales of one billion dollars?
Ally Li: Olay is P&G's 13 brand with sales exceeding 10 billion dollars, such as Tide and Pampers. We can be said to be the largest cream brand in the global market, which is basically the concept.
Liu Ling: Because one billion dollars is equivalent to more than eight billion RMB, as we all know, Olay is also the largest brand of facial skin care products in the world, so the biggest one is this big. The second metaphor that everyone can understand is that the sales of all P&G products in Greater China now add up to $ 10 billion, so as you know, the global sales of Olay have reached all the sales of P&G in China. You can think about the concept of how many brands and product lines P&G has in China.
Netizen: I heard that Olay brand has a kind of cosmetics, and the lead content was found to exceed the standard by the national authority. Is this happening?
Liu Ling: Actually, I don't know if this netizen can contact us directly and tell us the specific name of this product, but I can say for sure that this product does not exist, because all our products have to undergo strict inspection by the State Bureau of Technical Supervision and the Health Bureau before going on the market, and we also have a very strict internal inspection system, which is absolutely not allowed to happen.
Ally Li: When you buy a product, there is a hotline on the back of the product, which is open 24 hours a day to receive questions or complaints from consumers. If you have any questions, you can call this number.
Liu Ling: Yes, it's a very good method. This is an 800 toll-free number.
Moderator: Now some netizens say that their faces turned black after using Olay. If you have any questions in this regard, you can call this 800 number directly.
Netizen: I am a 22-year-old boy. Which product of Olay should I use to care for my skin?
Ally Li: Sorry, Olay's global brand image is all about communication and communication between women. Our products are also designed for women's skin needs. Our tests are also carried out on women's skin and men's skin to ensure that there is no problem with any type of skin. If you really like my products, I suggest you share the light and refreshing series of Olay with your girlfriend.
Netizen: Will Olay produce men's skin care products?
Ally Li: This is an interesting question. We may consider it, but we haven't thought of it yet.
Moderator: There are many netizens who participated in brand observation today. How to use Olay, or does it stop working? However, due to time constraints, our program today is coming to an end. In the following time, we will give two guests and ask them to say a few words with netizens as a conclusion.
Ally Li: I'm Ally Li. Thank you for coming to this program, including your support for Olay and Sina. From my own point of view, I really like my present job. Although I am busy every day, I really start from my own point of view. Since I joined Procter & Gamble and became the brand manager of Olay, I feel that I am doing something meaningful and can really help my female friends in China. I often say that I am busy and happy. I sincerely hope that all friends, especially female friends, can find what they like in life, jade.
Liu Ling: I feel very surprised today. I think we can talk a lot in an hour, but I didn't expect it to be so soon. Thank you very much for Sina. Thank you, Lin Bin, for inviting us here to communicate with you directly. Seeing so many questions from netizens, I am glad that Olay is a brand that everyone pays attention to. If you have any questions in the future, you can communicate through more channels. The first is the 800 hotline, and the second is the editor of Sina. com。 Please leave your good comments on the message board, and we will listen to your comments to better improve our work.
Moderator: Thank you, two guests and all netizens. Today's brand observation is about Olay. I hope everyone will continue to pay attention to brand observation. This chat is over.