Sixty-nine candles on a cake is a lot, but when it comes to mass market skin care brands, few can hold a candle to Olay. The Procter & Gamble-owned brand is 69 years old today.
 
Procter & Gamble acquired the skin care brand in 1985. P&G contends the Olay brand is one of the top facial skin care brands in the world with approximately 6% global market share in 2020. 

Olay products have helped Procter & Gamble hold the pole position in the $1 billion mass market facial anti-aging category. According to IRI data for the 52 weeks ended March 21, 2021, P&G, with sales of $319.6 million, led L’Oréal, Johnson & Johnson and Boots in total US multi-outlets (grocery, drug, mass market, military and select club and dollar retailers).
 
In facial moisturizers—a category where sales rose 12.8% to $809 million during the 52-week period—Procter & Gamble trails Johnson & Johnson. But select products from the Olay franchise posted large gains (see chart). 
 

 
Recent NPD
At the start of the year, Olay rolled out Regenerist Collagen Peptide24 collection. The line delivers collagen peptide and vitamin B3. The formulations also include glycerin and snow mushroom extract. The latter two increase moisture levels and improve moisture retention to keep skin hydrated throughout the day, said P&G.
 
More recently, in this Spring, Olay Body launched three premium body care collections, including two new wash-off formulations featuring retinol. The new launches—Olay Cleansing & Renewing Body Care Duo with Retinol, Olay Premium Exfoliating Body Wash Collection, and the Olay Dermatologist Designed Collection—were designed by dermatologists with dermatologist-recommended ingredients to address specific dry skin concerns.

  
The Olay brand has become a major proponent of women in STEM, too. In 2020, it announced its $1 million financial commitment to support women pursuing STEM careers, including a substantial donation to the United Negro College Fund (UNCF). This year, it created science kits for teachers.
 
What else has Olay been up to over the years? Check out these news headlines and stories from Happi.com right here.

For consumers, Olay is running site wide promotions online, including products for “glow queens” like Retinol 24 MAX Night Face Moisturizer.