In addition to my primary business of Brand Coaching, I have a secret hobby. I’m a skincare connoisseur.

Those who know me well can confirm that I lovvvvvvvvvvvvvvvve products and am always on the alert for what will make my skin look its best. I have tried everything from uber-expensive (e.g., La Mer) to ultra-affordable (e.g., Cetaphil). And, there can be a difference that is not represented by price. My skin is particularly important to me because, to date, I am on the au naturale route to beauty (i.e., no Botox or other cosmetic enhancements) and my entire makeup regime consists of lipstick and blush. (Caveat: I reserve the right to change my route at a future date.)

My contextual preamble is leading up to this: I’m a big fan of Olay Regenerist because the P&G brand managers got a lot of the “P’s” right when they created this line:

Product: It’s a superior drug/grocery/mass store product and on par with spa and department store lines. It really is. Love it.

Price: Priced to trade-up existing Olay customers and attract new customers (i.e., people like me who have previously scoffed at making my skincare investment at Walgreens) I have to stretch to spend the $25ish at Walgreens. I know, though, that it is far less than I would pay at Bloomie’s or Bliss for a comparable product and it makes me feel smart. 

Placement: Nailed this, too. Leveraging the equity of P&G's portfolio of brands, Regenerist benefits from prime shelf placement in the drug, grocery and mass channels. It must be popular, too, because the line is frequently locked behind a plastic cover where I shop.

Promotion: The advertising is cut-through, compelling and motivates me to place (or keep) Regenerist in my consideration set.

Four stars? Not yet.

There is a BIG obvious opportunity for P&G brand managers within Promotion. Here it is:

Do you know difference between Olay Regenerist, Olay Definity, Olay Professional, and Olay Total Effects?

Me neither. And, if a skin care connoisseur like me can’t easily navigate the shelf – who can?

Regenerist and the other Olay brands seem unclear about their brand architecture and have nearly skipped the “moment of truth – instore – where we decide to buy or not buy. P&G knows this principle. Heck, they invented it. So why have they ignored it? This instore opportunity (including packaging) is untapped potential for all of the Olay brands and creates a frustrating shopping experience for consumers trying to make sense of their growing number of products and brands. P&G, I know you know better than this.

Shine on, Regenerist. I really do want to love you. And, if you transform the shopping experience the way you transform my skin, I’ll love you forever (and tell everyone). Promise.