OLAYs New Short Film Hurtful Questions Women in their 30s Hate to Be Asked Hit 8 Million Views and Drive Olay Market Share 1.1 % Higher

General Press Releases Friday February 8, 2019 16:21
Bangkok--8 Feb--MSL

After global skin care brand Olay Thailand has launched its new short film "Hurtful Questions Women in their 30s Hate to Be Asked" last December. Based on insight that touches many consumers, the film has garnered a landslide feedback as the video was viewed over 8 million views nationwide, as well as driven Olay's market share among skincare products during December 2018 rising 1.1 % compared to the same period in December 2017.

Dr. Natee Srisomthavil, Olay Assistant Brand Manager at Procter & Gamble Trading (Thailand) Ltd.says, "As the leading skincare brand for Thai women, Olay is humbly impressed with the great feedback towards our latest short film, "Hurtful Questions Women in their 30s Hate to Be Asked", that has currently been viewed over 8 million times nationwide. With this phenomenon, it has affirmed our mission to communicate with our consumers with insightful and genuine understanding, though creative asset that could elevate and inspire all women to overcome social pressure and live happily and confidently."

"Initially, this short film stems from our mission to communicate with consumers during yearend. Specifically, Olay has discovered the local insight that December is known as a wedding season. During this time, many single women face social pressure through being questioned about her single status. Turning the insight into a short film, Olay has received such great feedback from consumers who share similar experiences with the story, this film has driven Olay's market share among skincare products during December 2018 rising 1.1 % compared to the same period in December 2017, "Dr. Natee adds.

"The number is truly satisfied and gives brand a valuable learning that to achieve great marketing communication, it must begin from understanding consumer behavior and insight in order to create brand love that will drive consumers to purchase the product, which is the ultimate goal for all marketers,".

After the release of the short film to the online world, the high engagement of the viewers has confirmed that Thai women over 30 still face social pressure and judgement, reflecting on numerous comments and shares from the audiences. The highlighted quote from the video that is the heart of the film "My big day doesn't mean I have to have someone… but the day that I'm not afraid of anything anymore!" and the catchphrase 'No Rush" where the lead protagonist replied to auntie about her relationship status have spoken the minds of many Thai women who share similar life experiences.

You can now watch "Hurtful Questions Women in their 30s Hate to Be Asked" at Olay Thailand's YouTube Channel and send out this important message to empower Thai women nationwide by sharing this video at https://youtu.be/jp3WhRlAKNM

Olay products are available at leading shopping centers nationwide (Tesco Lotus, Big C, Tops, The Mall, Watsons, EVEANDBOY, Lazada). For more information, visit www.facebook.com/olaythailand or www.olay.co.th

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