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Olay is an American skin care line. It is one of Procter & Gamble's multibillion-dollar brands. For the 2009 fiscal year, which ended on June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue.〔()〕 ==Early days== Olay originated in South Africa as Oil of Olay. Graham Wulff (1916–2008),〔(Olay History )〕 an ex-Unilever chemist from Durban, started it in 1949. The name "Oil of Olay" was chosen by Wulff as a spin on the word "lanolin", a key ingredient. It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested the product on their wives and friends and were confident in its uniqueness and quality. Olay's marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print adverts used copy such as “Share the secret of a younger looking you” and talked about the ‘beauty secret’ of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril. They ran in ''Reader's Digest'' and newspapers and often looked like editorials. Wulff and Lowe, who ran the company under the banner of Adams National Industries (ANI), did not sell the product to the trade, but waited for pharmacies to ask for it based on consumer requests. As the company began to market the product internationally, it was decided to modify the name of the product in each country so it would sound pleasing and realistic to consumers. This led to the introduction of Oil of Ulay (UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France, Italy, the Netherlands and Germany). In 1970, ANI opened a test market in US (Chicago), and was expanding into northern Germany. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Olay」の詳細全文を読む スポンサード リンク
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