Brand Activation – Olay | USP Solutions | Demo Development Experts
OLAY

UV Protection Campaign

About the project

OLAY was looking for a tool to demonstrate the effectiveness of their SPF product, while creating an engaging consumer experience with the brand.

Facts
Brand:
  • OLAY
Category:
  • Sun Care
Test Type:
  • UV Efficacy Test
Activation Channel:
  • POS
Sales Channel:
Country:
  • United States
"

We had the best first half of the fiscal in Olay history because of increased trial via Total Effects. The help your tool gave especially in our largest new user channel – Supermarkets – was the single biggest enabler for this channel.

"
Pang Delgra,
PHILIPPINES

What was the challenge?

The OLAY Team was looking for a tool which could demonstrate the effectiveness of their SPF product in an easy and reliable way. The demo tool had to be engaging and interesting for the consumer. Furthermore, it had to provide a haptic experience thus increasing brand trust and brand loyalty.

How did USP Solutions help?

The USP Solutions’ challenge was to translate Olay’s needs to a brand activation tool that enabled consumers to touch and feel the brand, thus proving their product claim and increasing brand trust. The experts at USP Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.

USP Solutions developed various concepts, which were sent to the Olay marketing team for review. The experts at USP Solutions proposed that the UV technology was the best technological match for this campaign.

Once it was decided how the haptic tester experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork integration to printing and on-time delivery.

How does the tester work?

Both UV Efficacy Demo Tool test areas react with a color change when exposed to UV radiation – they do so within seconds. When comparing the color change of a test area covered with an OLAY SPF product against one that is not covered, the protection strength and product superiority of the product can be proven.

How it works:
•    Expose both test areas to UV light – both test fields will change color.
•    Wait for test areas to turn back to white.
•    Apply the Olay SPF product onto the test area marked “SPF”.
•    Expose both test fields to UV light again.
•    See how the non-protected area changes to dark purple, while the test area that is covered with the Olay product remains white.

Proven Results

Our beauty marketing tools are highly effective.

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

UV EFFICACY TEST USP SOLUTIONS
01:35 min
UV Brands - UV Efficacy Test Step 1 | USP Solutions

01

Place Efficacy Card in front of you.

UV Brands - UV Efficacy Test Step 2 | USP Solutions

02

Expose test area to sun or UV lamp for about 10 seconds, both test fields will react to ultraviolet rays and change color.

UV Brands - UV Efficacy Test - How it works | USP Solutions

03

Withdraw from sun- or UV lamp and wait until test fields recover and change back to white color.

UV Brands - UV Efficacy Test - Add cream on test area | USP Solutions

04

As a next step apply sun protection product onto one half of the test area.

UV Brands - UV Efficacy Test - UV Light on test area | USP Solutions

05

Expose to UV light (sun or UV lamp) again. See how the unprotected area turns purple whereas the test field with sun protection does not show any color change. This test shows how effective your product protects against UV rays.