40 days

​Human Experience oriented Design thinking helped P&G leverage e-commerce opportunity in a highly competitive and cluttered market - China, to serve two of its biggest beauty brands, Olay and SK II.

For Olay & SKII, both mega brands that play in the anti-ageing category, the issue being faced was one of reduced relevance. The behavior change focused thinking created recommendations, that resulted in an increase in e-commerce off takes, a significant increase in conversion rate, as well as in average order value, an increase in relevance and consideration scores for both Olay & SKII amongst new mothers. 

For women in China, Beauty is seen as the ultimate status. Their beauty confidence is at an extreme low immediately post-giving birth as they feel physically unfit and not at their best. All Chinese women, upon giving birth face a 40-day confinement period where they cannot leave the house – and where digital is the primary window to the world, and e-commerce the only avenue to shop. And during this 40 day confinement period, contrary to popular perception that the women are only searching & buying baby products,  women were actively searching for remedies for “ tired looking skin”, “tired eyes”, “skin that has not slept well in days”; “ under eye darkness”  
These insights formed the foundation of the e-commerce strategy that focused on the 40-day confinement period as a POME to reach and recruit women. Other executional strategies included placing the anti-ageing products adjacent to the baby products, and their descriptors reflecting the same phrases as shown in their long tailed search, thus driving immediate relevance. 

​Media thrives in culture. And no understanding of media innovation is possible without an understanding of the culture in which it operates. Leveraging the 40 day confinement period to unlock e-commerce innovation & business growth for Olay and SKII, was a testament to just that.