Olay tackles a deeply-felt issue by telling Chinese women to be 'Fearless of Age'

Jenny Chan

Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.

Campaign details

Award name: ROI FestivalAward category: Social Marketing, Integrated CreativityAward level: Gold 2019Brand: OlayBrand owner: P&GAgencies: Grey (Hong Kong) and Linksus Digiwork (Guangzhou)Campaign name: Fearless of AgeIndustry category: Cosmetics and Personal ProductsRelease date: March and October 2018Budget: RMB 2-5 millionCountry: China

Background

In today's China, there is much societal and family pressure placed on women, including marrying by a certain age. 

Olay, one of the top beauty brands in the China market, put together a series of campaigns which...

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