Among all the life-changing decisions, the best decision she made was to fight the early signs of ageing with Olay Total Effects. The two things I would never want to change is my belief in me and my skin. I love how my skin looks even today, thanks to Olay Total Effects. With Olay, I started to fight the signs of skin ageing early on. My trust in Olay remains unchanged through the years just like my skin, despite the many changes in my life.
From choosing her career to choosing her life partner, the 20s were all about life-changing decisions for Kajol just like any other woman. Skincare trends come and go but there are some products that truly stand the test of time; the ones that work — that really do what they say on the tin — enjoy our unceasing loyalty and commitment, whatever the weather.
But there is one common thread that connects the products we loved 20 years ago to those we love now: their ability to multitask. Put simply, niacinamide helps to ensure skin is operating at its healthiest. Yet, the pump package that we came up with originally was just too expensive. We decided not to compromise on it as consumers across the globe love this packaging.
So, we worked with a very well-known, competent packaging supplier and our packaging engineers to simplify the package. Thus, we have reduced the cost and made the product environmentally sustainable. This change has led to a cut in plastic consumption by a million tonnes globally.
Imagine what innovation can do, by simplifying the production process without changing product performance. Key consumer insights can give you sources that drive innovation. The other way to drive innovation is the confluence of ideas. In China, consumer research showed the need for spot reduction, in an age where people are conscious of high definition TV images.
That inspired us to develop technology that can cause changes in spot profile or pigmentation profile across all races. We did this by collaborating with a laboratory in Cambridge, England, that has discovered imaging technology that shows you the condition of the skin below the surface. That is what I mean by noticeable innovation that works in tandem with consumer insights. Do you do this across your portfolio or is innovation required for top-end and premium products only?
In the beauty business, we are only in the premium and mid-tier segments. But we do it across segments. Yes, it is very sustainable. One of the principles we have laid down is not to compromise on product performance and to bring affordability to the consumer, to the premium as well as mid-tier consumer. For the affordability challenge, we can actually use innovation to address different segments—it comes down to understanding the consumer in that particular segment. We have identified very interesting trends.
The Indian consumer, in terms of personal care, is becoming extremely cognizant and sophisticated. Many of our consumers, depending on the strata of society they belong to, are going to spas and accessing information on the Internet.
They are willing to spend more on personal care, on skin and hair care. This is a tremendous leap from a decade ago. That is why we want to be at the forefront of this.
You know, one of the assumptions about the Indian woman was that she was always looking for whitening products. But, we realized that her hidden need is an anti-ageing product. We came up with the seven signs of ageing—we were among the first to address that need, in a moisturizer. Ashu Suyash joins HUL board 4 hours ago. Companies need to understand that hybrid work model is an undeniable reality: Dilip Yadav 14 hours ago.
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