Beauty and skincare brand Olay is one of the global best-seller in facial skincare. Sales broke through the $2bn barrier in 2008, and were estimated at around $3bn for 2013. Olay is responsible for 55% of P&G global skincare business. And department store counter, retail visual merchandise design continues to be the key driver of Olay brand reputation and business growth.
 

As skincare market rapidly becoming more luxurious and sophisticated. Counters that were once unique are more ubiquitous and no longer differentiated, and few brands venturing far from the well-established counter design codes. In 2011/2012, Olay beauty brand reputation was at dramatic decline due to years of brand commoditization and lack of focus on new Gen Y consumer segment. To reignite Olay brand reputation, Jackson collaborated with Global executives and Regional GM, and led the new Olay department store counter and VM design, to elevate premium appeal via new brand vis id, digital education tools and retail-tainment to accelerate emotional bond with Gen Y.

Jackson was responsible for overall design vision, traffic strategy, space planning, VM allocation, 2D and 3D design. He also invented 3-tier counter model to meet ROI and floor plan barriers. Jackson sold in the vision, the design and the final execution to Global executives for ensure Global brand consistency, to Regional GM for technical built and installation quality, and to top 10 retailers for join business plan. He approved and presented final pilot and design guide-line for deployment. Result: 1659 top department stores installed, account for 75% total Olay counter business. Record sales of $300MM in first 3 month of launch. Elevated brand reputation scan by 3X among Gen Y. P&G Global Brand Building Award and President’s Award.

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