2020
Olay Labs
Project
Branding & DTC Sales Tool
Services
Creative Direction, branding, Illustration, Visual Design, Web Desgin.
Role
Associate Creative Director – Led strategy, concept development, key visual creation, video production, and web design.
Branding & Direct to Consumer Sales Tool | Beauty
Branding & Art Direction
Priduct Innovation
Direct to Consumer
Beauty & Technology
Web & App Design
Overview
For decades, women trusted Olay. Just not millennials. To shake its “mom’s moisturizer” rep, we gave the brand a high-tech facelift–powered by AI. We deployed an AI-powered skincare quiz—Olay Labs Skin Advisor—that delivered dermatologist-level precision with a personalized regime. Our customized products bucked one-size-fits-all routines off the shelf. Flawless skin without the guesswork. We turned Olay into a must-have for the next generation–proving that a great brand never ages.
Modern and timeless
Branding
We led a comprehensive branding initiative designed to amplify Olay’s evolution with innovation and inspire consumers with new at-home rituals. Every brand element was carefully art-directed to elevate a larger message of total wellness and self-care—where beauty meets technology with heart.
The First Moment of Truth
Key Visual
We turned Olay Labs’ promise into a bold, unmistakable visual—where beauty meets technology at a glance. We turned the first moment of truth for consumers into a surprisingly obvious expression. After exploring multiple concepts, we landed on a key expression that cements Olay’s leadership at the crossroads of innovation and self-care.
A smarter way to see results
The Skin Advisor Tool
We created the Skin Advisro Tool by leaning into Olay’s unmatched skincare expertise, formula innovation, and understanding of women’s evolving needs. The tool raised the bar for intuitive skincare, setting a new standard in personalized beauty.
Results
Changing needs, adaptive solutions
Designed to delight, the tool adapts to every consumers' changing needs, offering 2–5 easy steps based on her current habits—pulled from a curated selection of 36–78 existing SKUs. Personalized regimens are delivered directly to her door, complete with a $75+ offering, a gift, and a handwritten note from the maker—turning routine skincare into a customized, connected experience.
2-5 Steps
Quick & easy quiz
Get the perfect set of solutions in seconds.
Extensive inventory
Curated packages
Products tailored to every consumers' needs from a range of 36–78 items.
A formula for success
Direct to consumer
Handcrafted collections and convenience delivered.
Recurring revenue
Subscription Model
Maximizing loyalty, satisfaction and subscriptions.
// redesign // New homepage
Conclusion
With a bold new brand identity, a breakthrough digital experience, and a powerful visual language, Olay Labs redefined what personalized skincare could be. We didn’t just modernize a legacy brand—we set a new standard for innovation, connection, and beauty that moves with her, every step of the way.
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