The Olay product range has gained popularity in more than 80 markets, and its offerings “are often compared to high street skincare brands, matching or winning on performance at a more accessible price.” That’s a true success, but the sky is the limit. Procter & Gamble entrusts the future of its Olay Pro-X range into the hands of consumers. The female cosmetics brand is encouraging public to reinvent Olay Pro-X with the new design, product ideas and ways to tell the brand’s unique story.

Pic.: A snapshot from the www.cocreate-pg.com website

“We invite you to challenge what’s possible for Olay. Reinvent Olay Pro-X to make it irresistible to the most demanding, savvy and discerning skincare shopper,” writes the brand in the statement. The competition is open here only for the residents of the USA and Canada. The brief of the contest is simple—Olay is asking to “transform the brand for the most savvy and affluent women, with your innovative ideas and designs.” Contestants are invited to contribute their concepts in four major areas, which are essential for the brand’s presence on the market.

For instance, in The Pro-X Story category they are invited to offer a new way of communicating the brand’s values, and in The Pro-X Packaging they will share their own Olay packaging designs. The New Pro-X Products & Benefits category is created for insights on what else can be added to the brand’s range to take it “to a true luxury level, and/or generate new interest in the brand,” and the Shopping Pro-X will feature ideas on how to (r)evolutionize the Olay retail experience. The brand doesn’t limit creativity of the contestants to only these four categories, but they are the major ones.

The prizes for the winners range from $5,000 (for the major winner) to non-monetary presents such as P&G gift baskets and vouchers. The competition is running through March 25, the winners will be announced on April 30.