Procter & Gamble’s Olay is once again staging a “Face of Strength” campaign at Walmart, this time in support of women Olympians.
The effort includes a special-edition, red-white-and-blue jar of Olay Regenerist micro-sculpting cream hydrating moisturizer sold exclusively at the retailer and dovetailing with a $250,000 donation to the Team USA Tuition Assistance Fund to support education for women Olympians and Paralympians.
A home page carousel ad spotted in early August introduced the campaign, linking to a themed showcase touting the donation and offering a “shop now” button to access the product page of the limited-edition jar.
In stores, a dedicated endcap display merchandises the special-edition jar alongside several Pantene SKUs under a “Gold Medal Beauty” message. Topped with a giant version of the jar, the display presents P&G as a proud partner of the Olympic Games and plugs Olay’s donation.
Last year, Olay and Walmart similarly staged a Faces of Strength campaign in partnership with Service Women’s Action Network intended to empower military women. The partners pledged $250 to SWAN for each purchase of a limited-edition camouflage print jar of Olay Regenerist available exclusively on walmart.com.