How Design Thinking saved the struggling Oil of Olay brand (Use Case)

For today’s #transformationtuesdays I will be sharing with you a case study of how Design Thinking saved the struggling Oil of Olay brand.

In the early 1990s, Proctor & Gamble’s Oil of Olay brand reached a point where it was seen by the public as a brand meant for “older” women.

They have lost their competitive edge as a top skin care brand.

In short, they were in trouble.

At that point they had 3 choices:

1. Scrap Oil of Olay and just launch a new brand
2. Buy out a competitor
3. Innovate and reinvent the Oil of Olay brand

The use case below talks about how they applied Design Thinking to put themselves in the user’s shoes, empathize with them and find out what their pain points are.

And this allowed them to decide which of the 3 choices made the most sense.

Check out the use case below.

How can Design Thinking Re-invent a Brand

What I like the most about this case study was how they looked at their non-customers in order for them to Innovate.

The use case has a lot of gold nuggets as well. It talks about the 3 types of non-customers, which of the 3 you should focus on to get ideas for innovation, and how you use observation rather than questions in order to locate them.

So if you want to find out how Oil of Olay went from struggling brand, to once again being a powerhouse in the skin care industry, with the launch of the “Olay Total Effects” product lineup and more, then click on the link below to see the use case now!

How can Design Thinking Re-invent a Brand