Manual Thinking
A limited-edition revival celebrating Olay's iconic heritage and signature fragrance story.
Publication
Storytelling
Photography
Book Binding Copywriting Design Systems Composition
CONCEPT
Olay is releasing a limited-edition collection celebrating its origin as an iconic, beloved beauty product. The collection features three product forms to be displayed on an in-store endcap display.
AUDIENCE
A novelty-seeker drawn to “special discovery” products, or someone drawn to the nostalgia as they remember the original product. As an in-store-only edition, the collection needs to captivate at shelf through memorable visual presence and tactile packaging.
DESIGN CONSIDERATIONS
I will need to develop three distinct concepts - each telling Olay’s story from a different angle. The packaging should reference the same simplicity the brand started with and break away from current brand standards to stand out as a limited edition line.
ORIGINAL OIL OF OLAY
CONCEPT 01: THE PERFUMIST’S COLLECTION
Margaret Merril’s figure was the perfumist for the original Oil of Olay in the 1950s. The sublime quality of Merril’s perfume was so legendary, that the rose it was made from is named after her. After almost 50 years, we are bringing her collection to you - not as a fleeting bloom, but a signature.
CONCEPT 02: THE SILK-FLORA COLLECTION
This limited-edition body care collection captures the charm of classic department store beauty counters. Inspired by afternoons spent browsing fashions and beauty essentials, the collection brings the sophistication of a bygone shopping experience into a modern self-care ritual.
CONCEPT 03: THE HEIRLOOM COLLECTION
*In Production: To be released nationwide in Target in 2027