How Postwar Beauty Cream Oil of Olay Freshened Up for a New Generation

Modernized ads target baby boomers

In 1949, most housewives would have been thrilled if their husbands brought them a bouquet of flowers. Dinah Wulff was extra lucky: One day, Graham Wulff brought home a new beauty cream—one that the ex-Unilever chemist had formulated especially for his wife. After toying around with the spelling of lanolin (a major ingredient in the concoction), Wulff also came up with a name for the cream: Oil of Olay.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.