The Brief

The Brief

It is 46 years since a South African chemist, looking for something to

prevent badly burned pilots from dehydrating, developed what we now know

as Oil of Ulay. Launched onto the post-war beauty market, it is now a

wide range of skincare products.

In October, Procter & Gamble made a significant move in the brand’s

history by launching the Oil of Ulay Colour Collection - the first

cosmetics to be sold under the Ulay name. The range is aimed at ’real’

women looking for practical long-lasting colours.

After a successful test in Plymouth, P&G chose Britain as its first

Colour Collection market and began plans to launch the brand in chemists

and supermarkets. Ulay agency Saatchi & Saatchi was briefed to develop a

campaign which would build on Ulay’s ’caring’ skincare image and create

a huge media splash for the immediate, post-launch weeks.

The Campaign

Saatchi created an attention-grabbing, multimedia circus through a

’virtual art gallery’, showing the work of five cutting-edge

contemporary female artists. Each artist was commissioned to create an

artwork celebrating the transformation that make-up gives.

The finished pieces were beamed into homes across Britain on five

consecutive nights, each focusing on a different artist and being

broadcast just once.

The ’commercials’ were actually sponsored TV broadcasts directed by the

artists themselves.

Once the week-long campaign was over, three ads took over. Featuring

Anna Bellegarde, the star of the Ulay skincare advertising, the ads

mixed the ’caring’ element of the Ulay image with a theme of credible

efficacy expressed by the ’We can prove ...’ line.

The Result

In the test market, Colour Collection became brand leader in just four

weeks and P&G reports that, nationally, it has been its most

successful-ever UK health and beauty launch.

In Adwatch, the advertising earns a recall of 76%, putting it in fourth

place. The data shows that, although aimed at the middle-age range,

Colour Collection has made its biggest impression on groups at either

end of that target, with 76% of 15- to 24-year-olds and 74% of 45- to

54-year-olds remembering the campaign.


Client:                Procter & Gamble

                      (Oil of Ulay Cosmetics)

Marketing director:   Ann Francke

Agency:               Saatchi & Saatchi

Creative team (art):  Sarah Stoneham (copywriter) and Jane Fairman (art


Creative team

 (main campaign):     Chris Bain (copywriter) and Andy Plume (art


Launch budget:        pounds 20m-plus

Media:                National and satellite TV, national press, radio,

                      point of sale and sampling

Core target:          Women aged 25 to 45


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