The Olay Total Effects consumer is a fierce anti-ager. She is constantly seeking solutions to rid herself of fine lines, wrinkles, and age spots. In essence, she is looking for a means to turn back the effects of time and achieve younger looking skin. Recognising the great synergy between turning back the signs of ageing and turning back time, the Olay media team developed a communications programme around Daylight Savings, 26 October 2002 to reach this consumer. This timing coincided with the launch of a new Total Effects product - Total Effects Night Firming Cream.