Earlier this year Olay's new Fresh Effects skin care line hit retail shelves — but in an unprecedented way for the beauty brand.
"As we were doing a lot of analysis and understanding and looking at trends, overall, we thought that it was important for us to be able to launch a new line of skin care going after younger consumers. There seemed like there was big gap in opportunity to speak to millennials in their own voice for products that are designed for them," said Janine Miletic, associate marketing director for Olay Global.
The research not only gave rise to the brand's new youthful and vibrant Fresh Effects line, which is a six-SKU collection of cleansers and moisturizers that is geared toward women in their 20s, but also resulted in a new approach to in-store shelving.
To better reach this young shopper and to get her into a skin care regimen, the brand developed a new shelving approach that involves placing the collection within the complexion care area versus skin care. There also are shelf talkers and in-store tools, such as shelf fixtures, to help her navigate the products.