- Olay is celebrating moms’ often-unheeded advice in a new social-first Mother’s Day campaign that gives daughters a chance to admit they may have been right.
- The “Mom, You Were Right” campaign began with a post from brand ambassador Sarah Michelle Gellar reflecting on the advice her own mother had given her. The post encouraged others to recount how their own mothers may have been right about skincare, even if their daughters hadn’t understood it at the time.
- The brand is also running a sweepstakes that will award one mother-daughter team a luxury photoshoot and $1,000 in Olay products.
Moms are often the recipient of eye rolls from their daughters when they give out advice (especially in the teenage years), but she probably knew what she was talking about. Olay’s new campaign gives those daughters a chance to admit, “Mom, You Were Right.”
“When it came to beauty, my mom taught me, ‘Less is more.; A few great products that really work are way better than a million new fads,” said Gellar in her introductory social media post. “Let’s celebrate the women who taught us everything.” Gellar then introduces the sweepstakes and its grand prize (along with a secondary chance for five entrants to win a “Mom, You Were Right” gift package), by encouraging people to post their moms’ best advice in response to the video.
Responses included themes such as wearing sun-protecting lotion every day, drinking more water and marrying someone who can cook. The brand amplified these responses on its own social channels. The campaign will also include an influencer component, with nearly 100 influencers, including Kimora Lee Simmons, Arden Cho and Natalie & the Aguilars, posting content using the #MomYouWereRight hashtag and live activations paired with TikTok Shop bundles.
“We consistently hear women say: ‘my mom used OLAY – and now I do too,’” said Stephanie Headley, senior vice president of Olay North America, in a statement. “That kind of trust isn’t taught – it’s passed down. This campaign celebrates those everyday lessons while reinforcing that the products women have relied on for generations continue to deliver real, visible results today.”
