Olay
Olay, previously Oil of Olay, Oil of Olaz, Oil of Ulan or Oil of Ulay, is an American skin care brand owned by Procter & Gamble. For the 2009 fiscal year, which ended on June 30, Olay accounted for an estimated $2.8 billion of P&G's revenue.
Olay originated in South Africa as Oil of Olay. Graham Wulff (1916–2008), a former Unilever chemist from Durban, started it in 1952. He chose the name "Oil of Olay" as a spin on the word "lanolin", a key ingredient.
It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested the product on their wives and friends and were confident in its uniqueness and quality.
Olay's marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print advertisements used copy such as "Share the secret of a younger looking you" and talked about the "beauty secret" of Oil of Olay. Other advertisements were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril. They ran in Reader's Digest and newspapers and often looked like editorials.
玉兰油
Olay，原名Olay of Olay、Oil of Olaz、Oil of Ulan或Oil of Ulay，是宝洁旗下的美国护肤品牌。在截至 6 月 30 日的 2009 财年中，玉兰油占宝洁收入的估计为 28 亿美元。
玉兰油起源于南非，作为玉兰油的油。 Graham Wulff (1916–2008) 是来自德班的前联合利华化学家，于 1952 年创办了它。他选择了“玉兰油”这个名字作为对关键成分“羊毛脂”这个词的衍生。
它在早期是独一无二的，因为它是一种粉红色的液体而不是奶油，包装在一个沉重的玻璃瓶中。 Wulff 和他的营销伙伴、前文案撰稿人 Jack Lowe 已经在他们的妻子和朋友身上测试了该产品，并对它的独特性和质量充满信心。
玉兰油的营销也很独特，因为它从来没有被描述为保湿剂，甚至也没有被描述为美容液。包装上没有任何地方说明产品的实际用途。平面广告使用“分享年轻的你的秘密”等文案，讲述玉兰油的“美容秘诀”。其他广告是由一位名叫玛格丽特·梅里尔（Margaret Merril）的虚构建议专栏作家写给读者的个人信息。他们出现在读者文摘和报纸上，而且经常看起来像社论。
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