Client: Olay Skincare

Objective: Reposition Olay as a modern, new-age skincare brand, evolving beyond the perception of being just the cream used by older generations. A rebrand that felt fresh, relevant, and culturally resonant for a millennial audience.

Approach: We launched new business with Olay by developing a diverse influencer-led campaign and introducing Olay University, a varsity-inspired content series designed to educate millennials about Olay’s product range in a fun, nostalgic way. By tapping into cultural touch points like scrunchies, caboodles, and varsity themes, we created a bridge between legacy and modern coolness: “Yes, your mom used Olay—and now you do too.”

In addition, we redefined Olay’s tone of voice guidelines, shifting their social presence to reflect inclusivity, cultural relevance, and relatability.

Outcome: The repositioning reframed Olay as both timeless and current, sparking fresh engagement with millennials while honoring the brand’s multigenerational legacy. I co-created content, was one of two copywriters, and led the charge as community management efforts, building a more diverse, engaged audience that could see themselves reflected in the brand. See copywriting moments on my portfolio here.