Procter & Gamble Co.'s Olay was a leader in moisturizers but No. 6 in facial cleansing until a new product with a novel positioning made it No. 1.
Launched in June 2000, Olay Daily Facials, disposable wipes billed as offering the luxury of a salon facial in the privacy of the home, generated $74.6 million in sales for the 52 weeks ended July 15, according to Information Resources Inc.
For Michael Kuremsky, 36, Olay marketing director, the launch culminated consumer research he began when he moved to Olay more than four years ago from P&G's laundry and cleaning business. Even Mr. Kuremsky was surprised how quickly women adopted the Daily Facials habit. "Within five or six weeks [Daily Facials] shot us to the No. 1 position in the category, and we have maintained that all year," he says.
TV, print, interactive and outdoor ads from Publicis Groupe's Saatchi & Saatchi, New York, drove home the point several ways, such as a recent ad with the tagline: "The $65 facial vs. the 65-second facial."