Olay Tone of Voice — Confident & Scientific

Tagline: "Face Anything"

Industry: Skincare

Sector: Beauty

How Olay Communicates

Olay communicates with a confident, scientific and accessible voice using empowering language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Face Anything", captures this voice. The central tension in Olay's communication is fear vs. confidence, which shapes every message they craft. Their mission is to help women feel confident in their skin.

Tone Words

Olay's brand voice is defined by the following tone words: Confident, Scientific, Accessible.

Communication Style

  • Language Style: Empowering
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

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 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 empowering language, with figurative messaging, in command-style sentences, using the present tense.

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