P&G Australia wins Product Launch and Campaign of the Year trophies at the FMCG Asia Awards 2021
The company has not only become a Force for Growth in the category, but also a Force for Good in the community.
Procter & Gamble (P&G), one of the leading beauty, grooming, and health care company in Australia was recognised at the FMCG Asia Awards 2021, securing both the Product Launch and Campaign of the Year trophies.
The company was recognised for its effective market campaign last year, updating the company’s image to younger consumers and overcoming the challenges of running a heritage brand.
The Product Launch of the Year trophy was awarded to P&G following the success of the OLAY Super Serum Collection. It introduced four new products in the market, based on trending skincare ingredients such as Niacinamide + Vitamin C, and tapped on the accelerating serum segment that has grown tremendously in the past two years.
P&G managed to achieve such a feat despite facing a tough challenge to grow in this highly competitive category. As a heritage brand with over 65 years of history, OLAY had to rejuvenate the brand’s image to appeal to millennial shoppers.
On top of offering a cult favourite moisturiser that is sold every minute in Australia (the OLAY Regenerist Microsculpting Cream), OLAY designed a new Super Serum collection made with glass-like serum bottles, each with a unique ingredient story suitable for different skin types.
Moreover, OLAY also pushed for its inclusive campaign as part of P&G’s Responsible Beauty vision. In a research led by OLAY and YouGov last year, 10 LGBTQIA+ youths in Australia struggled to feel comfortable in their own skin. Hence, OLAY has been proudly partnering with non-profit organisations such as Minus18 Foundation and Sydney Gay & Lesbian Mardi Gras to send a clear and fearless brand purpose, encouraging people to "Glow Up Your Own Way."
“As Australia’s number one skincare brand, OLAY believes every skin is beautiful and everyone deserves to be confident in their own skin, regardless of gender or ethnicity. We are so proud to partner with Mardi Gras and Minus18 Youth Foundation, support the LGBTQIA+ community through youth outreach, such as Minus18’s Queer Formal, Trans Awareness Week and IDAHOBIT, funding resources and education packs for over 1,250 schools throughout Australia,” Endi Asmira (Brand Director for P&G Skin Care) explained.
As a result, OLAY delivered the brand's highest-ever share and penetration in Australia behind Super Serums launch, with over 20+ million reach and growing Olay’s Serum business by three times across retailers – being a “force for growth” in the category and a “force for good” in the community
P&G also received recognition for its successful Campaign of the Year with Australia's number one haircare brand, Pantene.
Likewise, Pantene faced a similar challenge of declining popularity amongst youth. According to the company, the brand was declining not just in share and consumption, but in penetration, and brand equity.
“Pantene had lost its purpose and relevance in the eyes of - 18-24-year-old women, being seen as ‘not relevant to me’” Stephanie Doyle (Brand Director for P&G Hair Care) said.
The company saw this as an opportunity not only to tackle the challenge of improving its brand image but to push for a relevant cause. Pantene used the Ribbons of Strength as a campaign tool acting as a physical and metaphorical symbol encouraging greater female participation in sport, proving that strength is all in the head.
“The Ribbon was launched in 2018, tackling the lack of female participation in sport due to issues of self-doubt and lack of confidence,” she added. “Our research revealed, 57% of women stop playing sports by the time they are 24 years old due to issues of self-doubt.”.
The campaign saw athletes and supporters write individual ‘messages of strength’ on their Ribbons, and weave personal messages of support and inspiration directly into the hair.
To double down on the initiative, the company extended its effort to reach the LGBTQI sector. Pantene turned the traditionally Golden Ribbon of Strength into a rainbow pride ribbon. According to the company, these ribbons provided people with the chance to express their support and inspire more LGBTQI+ people to participate in a team sport.
“In 2021, we needed to evolve the story. With 78% of Gen Z believing that brands should support a cause or issue and 86% saying that LGBTQI issues are something they care about, we decided to explore the issues surrounding this community’s participation in sports,” Stephanie explained. “And for the second year in a row, Pantene continues to be a proud partner of Sydney Gay and Lesbian Mardi Gras.” The ‘Ribbons of Strength’ campaign initiative resulted in a successful brand campaign, resulting in the growth of brand favourability, sentiment whilst being a force for good in the community.
