Powering up your routine

Olay

Convincing skin-junkies of any age or gender, that Retinol24 is the ultimate power-up for their nightly routine. 

Project
summary

CGI
Photography
Advertising
Social
Shopper

Agency: Brave
Art direction: Ben Attwood
Design: Tim Nejad
Creative Direction: Annie Fox
CGI: Wild

My role: Creative, art direction, design & copy

Brief
Relaunch Olay's night moisturiser Retinol24 and broaden the reach of Reintol.

Solution
We positioned Retinol24 as the one-stop-shop in people's nightly routines. We lent into the term recharge, emphasising its ability to restore, refresh, and renew.

We simplified complex skin science through myth-busting retinol concerns and proof-based claims.

We highlighted how retinol renews skin cells, subtly linking skincare to well-being. Charged pulses and neon-like art direction reflected the immediate, confidence-boosting benefits.

Impact
We used Reinol24 as an opportunity to own the nighttime category, by leaning into emotional drivers and wellness. 

The new look and feel of Retinol24 was launched across global markets, tailored for various age groups and both genders for the first time.

I was responsible for all parts of the conception of the idea and its production.

The toolkit had to educate and persuade a broad audience to include Olay's formulated Retinol in their nightly regimes.