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Olay has launched in Brazil, making the beauty care products available to nearly 100 million Brazilian women and introducing Olay into one of the largest remaining untapped Beauty Care markets for the brand. The launch also rounds out the companys Beauty portfolio in Brazil, which is expected to become a key market for Olay.

Shown to work better than prestige brands, Olay products bring advanced, affordable skin care to women in a country where beauty care is an important ritual:
Brazilian women will be able to experience Olay
products in store while receiving counseling from beauty experts. Complete moisturizers provide all-day UVA/UVB skin protection for healthy and beautiful skin. Basic cleansers gently clean and remove makeup, even waterproof mascara.

The line-up in Brazil includes five boutiques:

Regenerist anti-aging skin care products renew skins outer layer one cell at a time and help regenerate skins appearance without drastic measures. Total Effects 7-in-1 anti-aging therapies have an exclusive VitaNiacin formula that out-moisturizes several leading department store products and is proven effective in fighting seven signs of aging. Anti-Wrinkle helps delay the appearance of the first lines and wrinkles.

Olay ambassadors and spokespersons for Brazil

are Fernanda Lima, a 33-year-old actress, model and TV host; and Christiane Torloni, a 53-year-old actress from Brazils largest television network.

pginnovation.com

About the Brazilian Market:

Brazil is the worlds third largest beauty market,
behind only Japan and the US.

Availability:
Olay launched in Brazil in November 2010 and is available in pharmacies and perfumeries nationwide and online at www.americanas.com.br.

With an estimated size of $28 billion in retail sales

in Female beauty and +$2 billion in skin care, Brazil is one of the largest and fastest-growing markets globally.

Three metropolitan areas--Sao Paulo, Rio de

Janeiro and Belo Horizonte--account for around 20% of the total Brazil population.

Door-to-door sales is the single most important

trade channel for skin care, representing more than 65% of category sales. Approximately two million sales consultants work for the two leading brands: US-based Avon and Brazil-based Natura.

Approximately 20% of skin care sales are through

pharmacy chains, perfumeries and food channels. In food and drug, the main competitors are LOreal, Beiersdorf and Johnson & Johnson.

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Contacts
Gabriela Onofre P&G External Relations onofre.gm@pg.com Aline Almeida Ketchum Digital Brasil (PR Agency) aline.almeida@ketchum.com.br