Boost Your Body Care Routine

Olay Body is bringing prestige skincare ingredients to body care products.

To further amplify its credibility and superiority in the body care space, the brand tasked The Foundry with driving awareness of its existing Retinol Body Wash and Retinol Body Lotion as well as its new Indulgent Moisture Body Wash and Skin Solutions Body Wash.

Tapping into the authority of Dotdash Meredith’s prestigious print brands, the team created three four-page gatefold spreads featuring custom photography and expert talent for PEOPLE, Better Homes & Gardens, and Real Simple.

Original Photography

A vibrant PEOPLE gatefold encouraged readers to treat themselves to a luxurious lather with new Indulgent Moisture Body Wash. Two advertorial pages and a custom brand ad outlined the skin-nourishing benefits and scent variations of the hydrating product, while a native page included a thoughtful interview with People en Español Fashion and Beauty Director Kika Rocha.

Noted the Ad
Vs
64% issue average

Action Taken
Vs
73% issue average

Considered
Purchasing
Product
Vs 29% issue average

An educational Better Homes & Gardens spread included three advertorial pages — one of which featured an interview with Dr. Maiysha Jones, principal scientist for P&G Personal Care — and a custom brand ad. All four pages were focused on the benefits of using Retinol Body Wash and Retinol Body Lotion, and the importance of treating your body skin with as much care as your face

Upon seeing the completed spread, Olay Body was so pleased with the outcome, they asked to publish it again — this time in Real Simple.

New Skin Solutions Body Wash took center stage in the third gatefold, which was created for Real Simple. Two advertorial pages and a custom brand ad honed in on the product’s benefits and ingredients — emphasizing the fact that it can easily alleviate common skin concerns in the shower. There was also a native page with small but impactful cleansing tips from Real Simple Beauty Director Heather Muir.