Olay
Your Skin is the Proof
Olay set out to connect with a younger, more skeptical audience by launching the Your Skin is the Proof campaign. The concept challenged traditional skincare marketing by shifting the focus away from scientific jargon and complex ingredients - instead encouraging consumers to simply look in the mirror and see the results for themselves.
To support this message, Olay conducted a 30-day skin trial with 30 women, using their Skin Age Tracker tool to measure visible improvements. Participants were selected for their high-impact lifestyles - ranging from a busy mum of two, to a touring drummer with an irregular sleep schedule, to a gardener exposed daily to the sun. Despite these “torture tests,” every participant showed improved skin age results over the 30 days, with many surpassing their actual age.
Visually, the campaign demanded bold, clean, and authentic creative - free from retouching - to highlight the real, unfiltered effectiveness of the products. We kept branding minimal, letting the contrast between real age and skin age tell the story. For this campaign, I designed a range of assets including single and double-page print ads, DOOH formats, key visuals, and in-store materials.
Behind the scenes of the 2 day shoot where I supported with art direction and was able to mock up selects in situ live to check our tight crops would work with our proposed design.
