This Olay Ad Features Katie Holmes Looking Fresh-Faced and Natural
Katherine Pendrill — August 4, 2015 — Marketing
This new Olay ad features the actress Katie Holmes looking fresh-faced and natural. As a growing portion of the population continues to age, brands have recognized the need to feature older celebrities in their ad campaigns. The new Olay ad is targeted at aging consumers who are more likely to identify with a mature brand ambassador.
The ad campaign promotes Olay's new line of anti-aging skincare products. In the ads, Holmes is showcased with her hair pulled-back and dons minimal make-up on her face. Although the campaign is for an anti-aging product, it does not send the message that age is something to be feared. Rather, the Olay campain sends the message that aging consumers can embrace their features and not feel as though they need to cover up natural signs of aging.
The ad campaign promotes Olay's new line of anti-aging skincare products. In the ads, Holmes is showcased with her hair pulled-back and dons minimal make-up on her face. Although the campaign is for an anti-aging product, it does not send the message that age is something to be feared. Rather, the Olay campain sends the message that aging consumers can embrace their features and not feel as though they need to cover up natural signs of aging.
Trend Themes
1. Aging Celebrity Brand Ambassadors - Opportunity for brands to feature older celebrities in their ad campaigns to target aging consumers.
2. Minimalist Make-up - Opportunity for skincare brands to promote products with minimal make-up for a fresh-faced, natural look.
3. Embracing Aging - Opportunity for brands to send a positive message about aging and encourage consumers to embrace natural signs of aging.
Industry Implications
1. Skincare - Skincare brands can develop products specifically targeted at aging consumers who prefer a minimalist, natural look.
2. Beauty - Beauty brands can create campaigns that promote embracing natural signs of aging, rather than focusing on anti-aging as a fear-based concept.
3. Advertising - Advertising agencies can help brands develop campaigns that feature aging celebrity brand ambassadors to resonate with their target audience.
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