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Olay is an American skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter Gambles multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of PGs $79 billion in revenue. Olay originated in South Africa as Oil of Olay. Graham Wulff (1916-2008), an ex-Unilever chemist from Durban, started it in 1949. The name “Oil of Olay” was chosen by Wulff as a spin on the word “lanolin”, a key ingredient. It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested the product on their wives and friends and were confident in its uniqueness and quality. Olays marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did. Print adverts used copy such as Share the secret of a younger looking you and talked about the beauty secret of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril. They ran in Readers Digest and newspapers and often looked like editorials.