Olay Australia Launches New Ageing Campaign

The social media initiative features women responding to how AI describes the signs of ageing.

Updated on Oct. 27, 2026 in Beauty

Bold vector editorial illustration depicting an organic, peach-colored shape inside a vanity frame next to a sharp, grey metallic cube. — Olay Australia has launched its 'Rewrite the Signs of Ageing' campaign to challenge how artificial intelligence defines the natural process of growing older. AI Illustration. Upload story photo >

Live Poll

Do you feel that AI-generated descriptions of ageing negatively impact your own view of getting older?

Olay Australia has released a new campaign titled Rewrite the Signs of Ageing that examines how artificial intelligence characterises the ageing process. The initiative highlights reactions from women as they listen to an AI voice assistant describe ageing through features like wrinkles and sagging skin.

Why it matters

The campaign was created to address findings that AI definitions of ageing can negatively impact the self-perception of older Australian women. By challenging these automated descriptions, the brand seeks to shift the cultural conversation around beauty and age.

The initiative is active across Olay Australia's YouTube and Instagram platforms. It follows a trend in the beauty industry where brands have looked back at historical campaigns, such as the 2024 recreation of Dove's Real Beauty campaign which occurred 20 years after the original.

The players

Olay Australia

This skincare brand is a subsidiary of Procter & Gamble that focuses on anti-ageing products for a diverse consumer base.

Saatchi and Saatchi Australia

This global creative agency is responsible for designing the advertising campaign for the skincare brand.

YouGov

This international research data and analytics group collaborated with the brand to provide the research foundations for this campaign.

Shapr

This agency provided public relations services to support the launch of the new initiative.

The details

Developed by Saatchi and Saatchi Australia, the campaign features real-world reactions to an AI voice assistant's standard output regarding common signs of ageing. Olay partnered with YouGov for the underlying research and Shapr for public relations support.

27 October 2026: The campaign launched live on social media platforms.

Culture Shift

The campaign follows a pattern set by the 2024 recreation of the Dove Real Beauty campaign by using social commentary to address industry beauty standards. It reflects a growing shift in the beauty sector toward challenging the rigid digital definitions that dictate how women perceive their own ageing process.

The campaign is designed to influence how Australian women view their own beauty routines and personal narratives regarding skin health. Consumers can expect to see these discussions appearing on their own social media feeds as the brand encourages broader participation in the Rewrite the Signs of Ageing dialogue.

The takeaway

This campaign encourages consumers to critically evaluate how automated systems influence personal insecurities. Implementing a more conscious approach to media consumption can help maintain a more positive self-image when faced with AI-generated beauty standards.