Case Study: Olay gains sharper consumer insights on cosmetic surgery with Relative Insight

Olay - Customer Case Study

Olay, a major beauty brand, faced the challenge of understanding consumer attitudes toward cosmetic surgery, a sensitive and commercially crucial topic. Traditional qualitative methods like focus groups had failed to provide objective insights due to observer bias. With a lack of available historical research, they needed a new way to gain actionable data to better position their products against surgical alternatives. They turned to the vendor Relative Insight for a solution.

Using its language analysis service, Relative Insight collected and analyzed over 13.6 million words from online forums and blogs dating back to 2008. This analysis, completed in just days, revealed how consumer language had evolved to become more specific and confident. The objective insights enabled Olay to modify its communications through Saatchi & Saatchi, effectively positioning its products as a genuine alternative to surgery by focusing on specific skin issues and using more relatable consumer language. This led to improved product positioning and increased brand confidence.

Olay