- P&G’s Olay brand will use the upcoming 2024 Summer Olympics as the launch platform for its new Cleansing Melts water-activated skin-cleaning products.
- The product will serve as the Official Facial Cleanser of Team USA and to that end has enlisted athletes, including Sha’Carri Richardson, Athing Mu, Rose Lavelle, Natalia Grossman and Laurie Hernandez to promote the product.
- The brand will also use the high-profile event to launch an integrated marketing campaign that will include television advertising, print advertising, social promotion and athlete engagement during the games. The Cleansing Melts will also be provided to Team USA athletes as part of their welcome kits to the games.
Though Procter & Gamble has been a long-standing sponsor of the Olympic Games, this is the first time that Olay has been a brand partner of the event. With a new product hitting the shelves, this year seemed like the perfect opportunity, said Lindsey Morahan, communications director, North America Skincare at Olay.
“Athletes have a unique need in skincare – through training and competition, they wash their face multiple times a day because of all of the sweat, spf, dirt, oil – and most face cleansers cannot provide a deep clean without drying out their skin,” Monahan said. “Olay Cleansing Melts gives them a superior cleanser that provides a deep clean without stripping the skin and leaving it feeling dry or tight. If we’re going to tell people that this facial cleanser is a game changer and provides a better clean than anything you’ve used before, it’s important that we also show them the proof.”
Thus, the partnership with Team USA and the enlisting of Richardson, Mu, Lavell, Grossman and Hernandez to be the faces of the product. The five athletes appeared in an Instagram post in June on behalf of the product calling for a roll call of “Team Olay.” Monahan said the athletes were “ideal ambassadors” for the brand because they were “truly dynamic game changers” in their respective sports.
The campaign will continue through September, and other elements, including television spots, promotion and athlete engagement, print placements in July and August issues of beauty publications will begin appearing in July.
