Olay Tone of Voice — Confident & Scientific
Tagline: "Face Anything"
Industry: Skincare
Sector: Beauty
How Olay Communicates
Olay ties skincare to the confidence to take on the world. "Face Anything" plays on the face while framing science-backed skincare as a source of empowerment — confident, scientific, accessible. The voice is skin-empowering and upbeat, selling the idea that good skin is not vanity but armour for whatever life throws at you.
Tone Words
Olay's brand voice is defined by the following tone words: Confident, Scientific, Accessible.
Communication Style
- Language Style: Skin-empowering
- Sentence Type: Command
- Tense: Present
- Expression: Imaginative
Olay Brand Story
Olay reinvented itself from Oil of Olay to a science-driven skincare brand. The Regenerist and Retinol24 lines compete with prestige brands at mass-market prices.
Brand Message
Science-backed skincare that gives you confidence
Brand Mission
Help women feel confident in their skin
Brand Positioning
Core Concept: Skin Confidence
Central Tension: Fear vs. Confidence
About Olay
Olay or Olaz, 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.
Frequently Asked Questions About Olay
What is Olay's tone of voice?
Olay uses a confident, scientific, accessible tone of voice. Their communication is skin-empowering, typically using command-style sentences in the present tense. Their tagline "Face Anything" exemplifies this voice.
How does Olay communicate with customers?
Olay reinvented itself from Oil of Olay to a science-driven skincare brand. The Regenerist and Retinol24 lines compete with prestige brands at mass-market prices.
What is Olay's brand message?
Olay's core message: Science-backed skincare that gives you confidence Their mission: Help women feel confident in their skin
What is Olay's slogan?
Olay's slogan is "Face Anything". It carries their confident, scientific, accessible voice.
What is Olay's mission?
Olay's mission: Help women feel confident in their skin
What makes Olay's brand voice unique?
Olay stands out through their confident, scientific, accessible communication style. Their central brand tension, "Fear vs. Confidence", shapes how they communicate across the Beauty sector.
What language style does Olay use?
Olay uses skin-empowering language, with imaginative messaging, in command-style sentences, using the present tense.
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