Proctor and Gamble 2010 Annual Report Download - page 19

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Expanding Olay’s Presence
in Mexico
As the number one facial skin care brand in
the world, Olay set its sights on reaching more
consumers in Mexico—a market ripe for Olay’s
unique blend of superior benefit and value
over other facial skin care brands.
The November 2009 launch of Olay Regenerist
Micro-Sculpting Cream in Mexico reapplied
proven approaches that had been successful
in other regions around the world to build
excitement before, during and after the
product line launch. Before launch, a pre-
seeding campaign invited consumers to
reserve their sample of Regenerist, which
had an overwhelming response. During the
launch, the Mexico go-to-market organization
made Olay Regenerist the focal point of its
multi-brand retail merchandising programs,
lifting Olay’s awareness and visibility among
Mexican retailers and consumers alike. A
post-launch campaign featured endorsements
from the Mexican Dermatologist Association,
strengthening Olay’s credibility and reinforcing
the brand’s benefit and value messages.
The Regenerist Micro-Sculpting Cream launch
has propelled Olay to an 8% share in Mexico’s
highly competitive facial moisturizer market.
Olay continues to gain ground, daring to
change the future for the better for more
Mexican women.
The Procter & Gamble Company 17