In the context of globalization, major brands face a classic challenge: whether to standardize or localize their marketing campaigns.
To explore this issue, this analysis explores the issue through the lens of Olay Super Serum, a skincare product by the American company P&G (OLAY, n.d.). By comparing digital advertisements from Western markets (USA/UK) with those from Southeast Asian markets (Vietnam and Thailand), this analysis will demonstrate that Olay employs a sophisticated “glocalization” strategy.
This “glocalization” relies on a consistent, standardized anchor to maintain its global brand identity. This anchor is not just the core product itself, with its “impressive cocktail of ingredients” like Niacinamide, Vitamin C, and peptides that have earned prestigious awards, and its science-backed “5 benefits in 1” promise, but also a consistent visual language (OLAY, n.d.; Schaffner, 2023; Stalcupaam, 2023).
The brand’s iconic, iridescent bottle and its clean, scientific aesthetic create an instant sense of familiarity, allowing Olay to be recognizable in any market (Sparklee, 2024). Furthermore, Olay exports its core brand values, such as its “skin promise” to stop retouching skin in its US advertising campaigns (Caldwell, 2020).
This stable, standardized foundation is precisely what gives Olay the flexibility to deeply localize its methods of persuasion and trust-building, aligning them with the unique cultural values and consumer behaviors of each market.
This analysis draws from the following advertising examples from various sources:
- USA/UK Advertisements: A corporate press release from P&G, Olay Super Serum Product Introduction, a TV commercial transcript from the UK, an editorial review from Marie Claire UK, The Sun, and product selling on Amazon (Procter & Gamble, 2023; OLAY, n.d.; AdInception, n.d.; Standley, 2025; Bull, 2024; Amazon, n.d.)
- Vietnam Advertisements: Three distinct Facebook posts from Olay Vietnam, focusing on influencer endorsements and direct product benefits (Facebook, n.d.-a; Facebook, n.d.-b; Facebook, n.d.-c).
- Thailand Advertisements: A news article covering the product launch with a new brand ambassador, and a promotional Instagram post featuring a culturally themed contest (Sparklee, 2024; Instagram, n.d.).
First: Building Trust (A Multi-Layered Approach to Authority)
Olay builds credibility using a multi-layered approach to authority that is tailored to each region. In the West, it combines scientific leadership with expert and user validation, while in Southeast Asia, it prioritizes local celebrity and influencer endorsement. This strategy reflects a deep understanding of what constitutes a credible source in different cultures.
In Western markets, where consumer skepticism towards marketing is high, trust is built through a hierarchy of evidence: foundational scientific proof, validation from professional experts (beauty editors), and finally, confirmation from peer users (“viral hype”). In markets like Thailand and Vietnam, the endorsement of a beloved local celebrity or a trusted influencer can often be the most powerful and immediate signal of a product’s quality and desirability.
For example, in the US, P&G’s corporate communication highlights its “breakthrough discovery of low-pH activated niacinamide” and a new clinical measurement called “chaosity” to establish scientific leadership (Procter & Gamble, 2023). This is supported in the UK by expert reviews in publications like Marie Claire UK (Stanley, 2025).
In sharp contrast, the launch in Thailand was centered on announcing famous actress “Bow Melda” as the new Brand Ambassador, using her star power to launch the product (Sparklee, 2024). Similarly, an initial campaign in Vietnam focused on testimonials from local beauty influencers (Facebook, n.d.-a).
Second: Adapting Persuasion Tactics (From Direct Education to Borrowed Hype)
While the core message in the West focuses on direct, scientific education about the product’s benefits, the strategy in Vietnam shows a blended approach, combining direct benefit communication with “borrowed hype” from the product’s success in Western markets.
The “Oreos in China” case study demonstrated that even the way a product is presented and its benefits explained must be adapted to resonate with local consumer understanding and motivations (Geoffdasilva, 2013).
This blended strategy in Vietnam is particularly insightful. It acknowledges the global nature of trends while still catering to local needs. By announcing that the “viral” serum from the US/UK is now available, Olay leverages a global bandwagon effect. It then immediately follows up with direct, results-oriented messaging (e.g., before/after images, clear benefit list), indicating that while influencer marketing is key for initial awareness, convincing consumers to purchase still requires clear communication of the product’s value proposition.
For example, a UK TV ad script focuses entirely on educating the consumer about the technical benefits, stating the product “renews surface skin cells, corrects fine lines, visibly firms” (AdInception, n.d.). A recent Olay Vietnam Facebook post, however, takes a different angle. It opens by declaring, “The serum that has been taking the US, UK by storm is now officially launched in Vietnam!” before detailing the 5 key benefits and showing its own before-and-after image, claiming visible results in “1/2 the time” (Facebook, n.d.-c).
Conclusion
This case study proves that for a global launch to be truly successful, a deep and adaptive understanding of local cultural nuances and consumer pain points is not just an option, but a necessity.
Through these examples, it is clear that Olay has implemented a sophisticated and multi-layered “glocalization” strategy. The company standardizes its innovative product and core “5 in 1” promise to maintain a consistent global brand identity.
However, it completely localizes its trust-building and persuasion tactics to appeal to what consumers in each market value most. From leveraging deep scientific R&D in the US, to expert and user reviews in the UK, to high-profile celebrity ambassadors in Thailand, Olay’s approach is highly adaptive.
The strategy in Vietnam is particularly nuanced, employing a mix of tactics: they use local influencers for initial trust, leverage the product’s “viral” status from the West to create a bandwagon effect, and even address specific consumer behaviors by positioning the product as a “Lazy Serum” (Serum “Lười”), an all-in-one solution for those overwhelmed by complex skincare routines (Facebook, n.d.-b).
This case study proves that for a global launch to be truly successful, a deep and adaptive understanding of local cultural nuances and consumer pain points is not just an option, but a necessity.
References
Bull, S. (2024, May 2). “Worth the hype!” Beauty fans rave as Olay’s Super Serum hits the UK. The Sun. https://www.thesun.co.uk/fabulous/27673439/beauty-fans-rave-olay-super-serum-finally-hits-uk/
Caldwell, G. (2020, February 25). Olay: We will not retouch our advertising campaigns. Global Cosmetics News. https://www.globalcosmeticsnews.com/olay-we-will-not-retouch-our-advertising-campaigns/
Geoffdasilva. (2013). Oreos in China (Example of Product Adaptation Strategy in Global Marketing). YouTube. https://www.youtube.com/watch?v=U48nmKPJclA&feature=youtu.be
Olay ad insights: United Kingdom, 2025. Ad Inception. (n.d.). https://adinception.com/commercial/olay-beauty-skincare-new-olay-super-serum-night-repair-the-power-of-5-night-serums-benefits-in-one-commercial
OLAY Super Serum | 5 Benefits in 1. OLAY. (n.d.). https://www.olay.com/super-serum
Olay Super Serum, hydrating face serum with vitamin C, niacinamide, collagen peptide, skincare for anti ageing & brightening, 30ML : Amazon.co.uk: Beauty. (n.d.). https://www.amazon.co.uk/Olay-Niacinamide-Collagen-Skincare-Brightening/dp/B0CZXK8L2F
Olay Thailand on Instagram: “ ✨ ใช้แล้วชอบ บอกต่อแล้วปัง ! ✨ Olay ชวนคุณมาร่วมสนุกกับกิจกรรมสุดพิเศษ ! 📸 เพียงถ่ายรูป Olay Super serum ที่คุณใช้อยู่ ( สูตรใดก็ได้ ) พร้อม คอมเมนต์เหตุผลที่คุณชื่นชอบ olay super serum ใต้โพสต์กิจกรรมในเพจ olay official 🔮 ผู้ที่ทำตามกติกา และให้เหตุผลโดนใจทีมงาน รับสิทธิ์ดูดวงออนไลน์แบบ exclusive 1:1 กับ หมอนก Birdeyeview ความยาว 20 นาที แจกทั้งหมด 30 สิทธิ์เท่านั้น ! 📆 ระยะเวลาร่วมกิจกรรม : 5 กันยายน 2568 – 5 ตุลาคม 2568 📢 ประกาศผลผู้โชคดี : 10 ตุลาคม 2568 📍 ติดตามรายละเอียดเพิ่มเติมได้ที่เพจ olay official page #olaysuperserum #ดูดวงกับหมอนก #birdeyeviewxolay #ad.” Instagram. (n.d.). https://www.instagram.com/p/DOOHn-SCOg0/
Olay Vietnam. Facebook. (n.d.-a). https://www.facebook.com/OlayVN/posts/pfbid025JD9H5qNrYU9QAsUi7sPXTXCtCbnjsdzLJC68sZsSTHo4gyES43WDAPi5rwXcgrTl
Olay Vietnam. Facebook. (n.d.-b). https://www.facebook.com/OlayVN/posts/pfbid0h29PKKZmKHxJBKpGAQbqinEf2c7TjhfJsBXuYmbkDYWDAwarbKe1vp4SzkrVocP2l
Olay Vietnam. Facebook. (n.d.-c). https://www.facebook.com/OlayVN/posts/ra-m%E1%BA%AFt-olay-super-serum-m%E1%BB%9Bi-c%E1%BB%B1c-ph%E1%BA%A9m-skincare-b%E1%BA%A1n-kh%C3%B4ng-th%E1%BB%83-b%E1%BB%8F-l%E1%BB%A1-chi%E1%BA%BFc-serum-%C4%91a/1285088803182838/
Procter and Gamble. (2023, August 23). Olay is putting the “super” in Super Serum. P&G. https://us.pg.com/blogs/olay-launches-super-serum/
Schaffner, L. (2023, September 21). The 42 skin-care winners of Allure’s 2023 best of beauty awards. Allure. https://www.allure.com/story/best-of-beauty-skin-care-product-winners-2023
SPARKLEE. (2024, December 24). “ โบว์ – เมลดา ” ขึ้นแท่น Olay Thailand Brand ambassador คนใหม่ พร้อมเปิดตัวเซรั่ม olay super serum. JEAB.com. https://www.jeab.com/pr/olay-thailand-brand-ambassador/
Stalcupaam. (2023, July 1). Olay Super serum. InCidecoder. https://incidecoder.com/products/olay-super-serum
Stanley, M. (2025, May 12). This serum is best-selling for a reason-it tackles everything from dryness to pigmentation, and costs less than £40. Marie Claire UK. https://www.marieclaire.co.uk/beauty/skincare/olay-super-serum-review