Skin care brand Olay has launched "Your Best Beautiful," a social endeavor it calls a "global, long-term megabrand campaign" about "putting your best face forward, the best possible version of yourself every day" and "[expressing] what women are thinking -- they unapologetically want to be their best beautiful."
The campaign debuted the week of January 13, including a 60-second spot that has 419,000 views as of January 24.
"Your Best Beautiful" will include social, digital, TV, and print elements, the brand says.
Additional TV spots will debut during the Grammys on January 26. The new campaign creative is also running in February magazine issues, a rep for the company writes in an email.
According to the brand, women will be able to join the conversation and share their best beautiful moments and stories on Olay's social channels with the hashtag #BestBeautiful.
So far, #BestBeautiful has become something of a rallying cry, with Olay tweeting messages like, "At Olay, we believe each day is a chance for you to be your best self. Your #BestBeautiful. RT if you agree!" and "Age is only a number when you feel your #BestBeautiful," on Michelle Obama's 50th birthday.
The creative will be applied across all Olay boutiques and products, including Pro-X, Regenerist, Fresh Effects, Total Effects, and Body, the brand says.
"Culturally, we want women to celebrate their individuality and to be proud of who they are. It's OK to want to feel beautiful," the brand says. "Beauty can make women feel powerful, strong, and confident and we want women to be able to embrace that and never settle in their quest to be their best."
An Olay rep was not available for further comment.
The campaign targets "women who want to put their best face forward and embrace the best possible version of themselves every day," Olay says.
Olay has 1.9 million fans and 61,000 followers.
The brand has updated its Facebook cover photo to reflect the campaign. A post about "Your Best Beautiful" has about 2,500 likes.
In addition, @Blippar, which says it is an image recognition platform for mobile and tablet devices targeted specifically at customer-brand interaction, shared an Olay magazine ad that could be "blipped," or scanned with a smartphone for additional content like skin care tips.
Olay is a Procter & Gamble brand.
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March 19, 2014