Olay Celebrates the Fearless Women Who Are Tired of Being Told They’re ‘Too’ Anything

New campaign is from Badger & Winters

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If you’ve ever been called “too” something—too much, too ambitious, too emotional, whatever—you know it can be a gutting experience. The insult is apparently so common, women told Olay, they’re tired of hearing it. So instead of ignoring the “too” question, Olay decided to cross it out in the creative of its new campaign from creative shop Badger & Winters, in essence de-emphasizing the “too” and encouraging women to be themselves.

“We’ve talked to a lot of women, across many different ages and mindsets, and the commonality we’ve heard is that women are tired of being judged,” explained Sara Diepenbrock, Olay senior brand manager. “That’s the underlying theme throughout all of the creative, whether it’s too this or too that.”

The #FaceAnything creative is meant to “bring visibility to some of these labels that we know are happening in conversations in our cultural environment,” Diepenbrock said, adding that “by celebrating these individual women’s stories, Olay is show[ing that] we want to encourage every women to live fearlessly. We believe that starts with skin that is ready to face anything.”

The work features nine women, including comedian Lilly Singh, gymnast and Olympian Aly Raisman, influencer and cancer survivor Mama Cax, sportcaster Kay Adams, model and body positivity activist Denise Bidot, model and diversity advocate Jillian Mercado, Refinery29 co-founder and creative director Piera Gelardi, chef Angela Dimayuga and filmmaker Elyse Fox.

“These words that you’ll see featured in the creative were words that the women chose,” Diepenbrock said. “We didn’t script those words for them. We shared with them the idea but it was, in partnership with Badger & Winters, that really these women were able to be their true selves so they worked on their words, what they believed would be the most important and true to [themselves].”

“Representation is so important for all of us, especially millennials and the next generation,” Bidot said in a statement about the campaign .”If we can all start to be strong and amplify these stories of breaking barriers together, we can change the world together and change the way confidence is derived. As women, we all have insecurities, ranging from personality to body, etc. and the best way to tackle these challenging feelings is ‘head-on’ with a fearless demeanor.”

Raisman noted that the campaign “supports women being their authentic selves.”

“Women are often put into boxes and judged by society if they are seen as different or ‘too’ something,” she said. “I’m proud to be involved with a campaign that celebrates women being comfortable in their own skin and speaking out for what they believe in. It reminds everyone to support one another and that you have a voice that should be heard.”

Diepenbrock said the campaign, which isn’t as product-centric as Olay’s typical work, is part of Olay’s evolving communications approach.

While the work includes the typical video, print, out-of-home and digital aspects, it also includes a 28-day skin challenge, a 10-page spread in Vogue’s September issue featuring the nine women in the campaign and a makeup free New York Fashion Week show with Bidot, Cax, Raisman, Singh, Adams and 10 influencers participating in the 28-day skin challenge.

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@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.