Olay Body’s New Age Transform Body Lotion: Promoting Smooth and Even Skin at Every Age LPK creates distinctive look In anti-aging segment of Olay lineup.
		January 29, 2007—LPK, the Cincinnati-based brand design agency, has created the brand expression for Olay Body’s Age Transform anti-aging body lotion, a new subline of three products that transform body skin, resulting in color and surface resilience. The line, an extension of the global, category-leading Olay megabrand, is strategically targeted to higher-income women, ages 35 to 65, who are concerned with the effects of aging on their skin. Continued consumer concern of aging skin, previously focused only on the face, has presented an opportunity to also concentrate on defying the age of body skin. “Olay continues to lead the fight against anti-aging in skincare, so our design had to communicate a distinct difference between this subline and the other products in the Olay lineup, as a premium product that aids in transforming body skin, along with messages of renewal, beauty and approachability, while leveraging the power of Olay brand equity,” noted Liz Grubow, Vice President, Global Creative Director of LPK Beauty. As a twenty-year veteran of beauty-care brand management, Grubow has been integral to building leadership beauty brands like Olay, Pantene and Herbal Essences. The Olay Body Age Transform primary packaging leverages the Olay brandmark in gold; the color purple to communicate products for body within the Olay line; as well as a linear graphic pattern to communicate the science behind skin transformation. “The overall brand expression exudes confidence and empowerment, under-scored with scientific innovation,” continued Grubow. Three SKUs of Olay Body Age Transform products roll out at mass this month: Body Crème Serum, Intensive UV Defense Serum with SPF 15, and Skin Tone Equalizer with a touch of sunless tanner. Olay Body Age Transform packaging showcases a gold hot stamp that exemplifies mature beauty on shelf within the Olay Body category. The serum products are presented in stand-up pump bottles, with glossy gold accent bands to further communicate the premium aspect of the products. The Skin Tone Equalizer is in a stand-up tube featuring a “bird’s wing” crimp, a proprietary package accent developed by Olay.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.