Proctor and Gamble 2001 Annual Report Download - page 9

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MORE THAN
JU
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BR
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JU
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www.olay.com
One of Olay’s most faithful
users lives in Colorado. This is
how Betty Jean described her
maternal grandmother, Lydia,
before going on to say that,
“she just celebrated her 99th
birthday. My Grandma has
been using Olay products for
as long as I can remember.
She uses Olay cream morning
and night.” And guess what
Betty Jean’s gift to Lydia was
on her birthday? New Olay
Age Defying Cream.
Very appropriate, but using
Olay isn’t limited to the oldest
member of the family.
Lydia’s daughter and five
granddaughters have
followed her example and
become enthusiastic about
using Olay, too. In Betty
Jean’s words, “I consider
myself very fortunate to have
such a strong woman as my
Grandma. Her continued
concern with her daily skin
regimen has certainly proved
heartening for all the women
in my family.”
While Olay has been helping
generations of women
care for their skin, P&G
researchers have assured
the Olay brand never ages.
Last year, for instance, Olay
launched Daily Facials, and
also Total Effects, Olay’s most
advanced anti-aging skin care
yet. Daily Facials were the
first lathering cloths to offer
multiple skincare benefits.
One easy-to-use product
takes care of cleansing,
make-up removal, gentle
exfoliation and conditioning.
Total Effects is a complete
skin care system for the entire
body, with moisturizers and
cleansers working together
in an integrated fight against
the multiple signs of aging.
Betty Jean’s message about
her grandmother wasn’t an
isolated case. Comments like
this, from another consumer,
have become pleasingly
frequent: “Upon approaching
my 52nd birthday, I decided to
try Total Effects. My skin tone
had started to look uneven.
I have been using the product
and I now swear by it. My skin
looks radiant, smooth and
healthy. This product is all one
needs to have the best-looking
skin. Thank you, Olay!”
L
y
di
a
’s faithful
Ola
y
use has
hel
p
ed kee
p
her skin lookin
g
years younger.
Olay continues to develop
new products designed
for women of all ages.
P&G’s Consumer Services
Representative Kate Davis loves
getting spontaneous messages
like the one from Lydia’s grand-
daughter. “Hearing that someone
was so satisfied with a product
that they
influenced
their family
to use it is really gratifying.”
Kate approaches her role
with great thoughtfulness and
enthusiasm. “I like being able
to help people find just the right
product to meet their needs.”
But she often goes much
further, sending website links to
consumers looking for particular
information, for example.
Consumers often tell Kate that
they’re pleasantly surprised to
hear from her -- that they never
expected anyone from a large
company like P&G to respond to
them as helpfully and thoroughly
as Kate does. And P&G hears
from more than five million
consumers all over the world
each year!
A VITAL LINK TO
CONSUMERS
LIKE MOTHER
,
LIKE DAUGHTER
,
LIKE DAU
G
HTER
S
SEVEN