There is an ad for anti-agein cream by Olay that is running these days on TV. I was on the treadmill and being forced to suffer through the marketing spiel, I paid attention ti the text that was getting flashed at the bottom of the screen. What I read surprised me: the experiment proving its effectiveness was conducted on 30 German womenover four weeks. Three zero thirty, German women. Not Indian, not south Asians, but Germans. If I were to extrapolate from a survey of thirty Germans and deduce anything from it about Indians and put it on a presentation, my boss would fire me right away. Then came the masterful caveat - images are represntational Allowing that Indian and German skin would not be very different, the ambient conditions and lifestyles are bound to be extremely different. Can Olay definitively say with scientific evidence that they are confident or what they have shown in the ad? Oh, by the way - my sister tells me Olay is one of the more pricey brands out there. A small jar of cream of the anti-ageing variety could cost upwards of Rs 1000, and the target consumers would buy it without batting an eyelid...
Posted on: Sat, 18 Jan 2014 08:16:17 +0000
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