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‘Age doesn’t define me’, say Asian stars in Olay International Women’s Day campaign

Olay has become the latest global skincare powerhouse attempting to remove the taboo of ageing among Asian women.

For International Women’s Day, the brand enlisted three East Asian megastars – the actresses Lin Chiling, Gao Yuan Yuan and the model He Sui – to explain why age does not define them in an online campaign. 

Created by Grey Group, the campaign comes to life through three films, in which the actresses are asked their ages, and respond with a different number: a number they feel more accurately defines them.

Each then tell a stories of proudest achievements and how this number defines them rather than their age.

Gao is 38, but says 24 because she redefined herself as a shoe designer, creating 24 models in her first year.

Lin is 43 but believes 30 defines her because her achievement is embracing 30 different roles in life, while 28-year-old He states she is 52 based on the number of catwalks she has graced.

The actresses’ speeches are interspersed with images of products from Olay, a brand largely know for its anti-ageing creams.

To capitalise on IWD, the brand also teamed up with Bazaar and more than over 100 social media influencers, to showcase women documenting what number they believe defines them.  https://www.youtube.com/watch?v=C8ElwxxLF8o&feature=youtu.be

The brand also released an extensive outdoor campaign in Shanghai, plus an online platform that enables users to customise their own ‘numbers’ story, which can be shared as a social badge.

Olay’s efforts follow a similar take on the anti-ageing story by fellow P&G-owned brand SK-II, which has made a major push against the stigma of unmarried women in China.

Last year, the brand launched ‘The Expiry Date’, a three-minute pan-Asian film exploring ageing concerns and the societal expectation on women to get married young, in collaboration with the Swedish agency Forsman & Bodenfors.

Credits:

P&G Greater China, Skin Care – Olay

Vice President: Hyoeun Kim

General Manager: Victor Leung

Brand Manager: Mingo Wang

Grey Group Hong Kong

Chief Executive Officer: Sarah Trombetta

Chief Creative Officer: Michael Knox

Group Creative Director: Christopher Lee

Business Director: Duffy Lau

Planning Director: Ann Zhang

Creative Team: Jeffrey MC Wong, Augustine Huang, Joy Li, Jeffrey Wong

Account Service Team: Frankie Lo, Natalie Chan, Vanessa Luk

Producer: Maggie Ng

General Manager, Grey Shopper DPI: Iris Hsu

Retail Executive Creative Director, Grey Shopper DPI:  Edy Ng

Grey nJ United

Apiwat Pattalarungkhan – Creative Director

Irvine Prisilia – Creative Director

Tanongsak Tannoprat – Copy writer

Mediacom: Iris Guan, Angel Liang

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