Olay was created in the 1950s to provided a product that moisturizes a woman’s skin, while being light, greaseless, and fast absorbing. Over the years the brand’s formula has transformed and expanded but the company still continues to uphold its original philosophy — “Helping women look and feel beautiful.” They are one of the most recognizable brands worldwide.
Olay’s new market position is to provide a product for men that will “help men look and feel masculine” while giving them great skin. The brand redesign accomplishes this through the use of a masculine color palette of steel blue and a weathered wood grain texture in an orange tone — to compliment the blue color. The packaging uses Meta Book and Meta Bold typeface to round out the masculine look of Olay’s new men’s line.