Stage one (end July to early August ’03): TV personalities recruited to sample unbranded product. Promotional 30s clip produced by Starcom and TV3 showing personalities and recruiting viewer trialists via TV3 website. Stage two (August to early September ’03): Education series on anti-aging within a women talk show programme. Appearances by TV personalities created demand for the product. Step three (early September 03): Consumer event held to thank all the women who had sampled the product. The event coverage was aired on the partner station’s talk show and top local news programmes. Step four (early to mid September ’03): Unscripted testimonials from public and TV personalities aired on TV.

Product out-of-stock less than a month after launch. Within a month of launch, Olay total effects became the number one sku (Stock Keeping Unit) in skincare category within the Modern Trade. Olay total effects grew the anti-aging category by 50%. Olay total effects sales in September ’03 (launch month) indexed at 210 vs initial target. Olay’s market share stood at 24% in October/November ’03.