Currently, 57% of millennial women name a brand’s values as the driving factor when deciding whether or not to purchase a product, according to Merkle and Levo. Millennials hold the most purchasing power of any other generation, spending about $200 billion per year. Because of this, brands should be extremely intentional when building their values and mission.
With the launch of its #FaceAnything campaign, skincare brand Olay is practicing what they preach. Featuring nine strong, empowering women from the public eye, the campaign breaks down the stigma that women can be “too much” of something.
The overall message conveyed was that women shouldn’t be afraid of being too strong, too driven, too loud, or too powerful. In line with current consumer demands, the campaign did not feature the products as the focus but instead released unscripted videos of the nine women.
For the full story, head over to AdWeek.
Photo: @olay via Instagram