Olay has introduced a new brand platform, ‘Hello Better Me’, across Australia and New Zealand. The campaign seeks to align with a cultural shift towards more empowering and authentic beauty narratives, particularly for women in mid-life and beyond.

The initiative employs a comprehensive marketing strategy, encompassing television commercials, influencer content, and point-of-sale activations. Pia Whitesell, an actor and entrepreneur, has been appointed as the new ambassador for the campaign.

The campaign is anchored by a brand film titled ‘A Better Look’, developed by PG One. The film aims to focus on self-recognition and celebration rather than self-critique. The marketing rollout spans broadcast, digital, influencer, retail, and earned channels.

New point-of-sale creative is now live in stores nationally, with influencer integrations planned from July through September. Olay, a leading brand in the anti-ageing facial skincare category in Australia, is backing the campaign with scientific support to address women’s skincare needs without imposing the pressure of perfection.

Procter & Gamble, Olay’s parent company, operates in approximately 70 countries worldwide.

Executive Creative Director at PG One, Sarah Ko, stated, “As women, we’re so hard on ourselves. We tend to think that our best years are behind us – that we were better when we were skinnier, peppier, fresher-faced. But we’re actually at our most beautiful right here, right now – with all the wisdom and experience and battle scars we’ve earned along the way. OLAY honours that by bringing out your best skin, so that everything you’ve been through can look incredible on you.”

Whitesell added, “I’m proud to join OLAY at a moment when the brand is championing something so meaningful. In my 40s, I’ve never felt more comfortable in my skin. But that came with time, perspective and building rituals that honour where I’ve been – and who I’ve become.”

Senior Vice President for P&G Skin Care in Asia Pacific, Middle East, and Africa, Nitin Darbari, concluded, “OLAY is not just responding to consumer demand – we’re shaping it. Hello Better Me reflects the emotional reality of ageing in a modern world and offers science-backed solutions that meet women where they are today. We’re proud to lead this next chapter with purpose, innovation and impact.”