Olay has launched a major brand relaunch across Australia and New Zealand, unveiling its new Hello Better Me campaign and naming actor and entrepreneur Pia Whitesell as its latest ambassador.
The campaign signals a fresh strategic direction for the leading anti-ageing facial skincare brand, designed to better reflect the way modern women relate to ageing. With a renewed focus on empowerment, authenticity, and science-led skincare, Hello Better Me aims to challenge outdated beauty standards and celebrate resilience over perfection.
Developed by PG One, the campaign’s centrepiece is A Better Look, a brand film that reframes the mirror—traditionally a tool of self-critique—into a symbol of self-recognition. The film features real women sharing personal reflections on ageing, moving the narrative away from fear and towards self-acceptance.
“As women, we’re so hard on ourselves,” said Sarah Ko, Executive Creative Director at PG One. “But we’re actually at our most beautiful right here, right now—with all the wisdom and experience and battle scars we’ve earned along the way. Olay honours that by bringing out your best skin, so that everything you’ve been through can look incredible on you.”
Whitesell takes on the role of campaign ambassador, fronting the brand in Australia and New Zealand during this pivotal transition. Her involvement highlights the campaign’s message of grounded, lived-in beauty.
“In my 40s, I’ve never felt more comfortable in my skin,” said Whitesell. “But that came with time, perspective, and building rituals that honour where I’ve been—and who I’ve become.”
Speaking about her personal journey, Whitesell said ageing is not something to resist but to embrace.
“Ageing is not just growing older—it’s growing deeper. I used to think beauty was about being flawless—now I know it’s about being fully yourself. Confidence, laughter, kindness, and the ability to show up as you are… that’s the kind of beauty that doesn’t fade—it deepens.”
She encourages women not to fear change, but to welcome it.
“Sure, physically things shift—but so does your wisdom, your self-respect, and your give-a-sh*t meter. You stop living for approval and start living for joy. You become more honest, more present—and more radiant because you stop trying so hard to be someone else.”
Whitesell also shared her go-to skincare routine, which includes Olay’s new Ultra Firming Serum, designed to deliver visible firming benefits in a lightweight formula that works under makeup.
“My routine is simple and soothing,” she said. “A gentle cleanser, calming toner, the Ultra Firming Serum, a moisturiser that feels like a hug, and sunscreen—every day, rain or shine. Taking care of your skin with intention, not insecurity, means nurturing it out of love, not perfection.”
The campaign is supported by a full-funnel marketing rollout across broadcast, digital, influencer and retail, with national in-store POS already live and content activations running through to September.
Olay is part of Procter & Gamble’s global portfolio of brands, which also includes Gillette, Oral-B, Pantene, SK-II, and Vicks.
Read the WINTER ’25 issue of Retail Beauty below:
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