The company is running the mobile ad campaign within InStyle’s mobile site. More marketers are turning to mobile advertising as a new way to promote products.

“Based on the first picture of InStyle Mobile, being run in a leisure magazine brought great convenience to the reader,” said Isabella Lin, content direct at Appitalism.

“Olay is definitely able to greatly improve its online sales rate and increase sales faster than before,” she said.

“Their new sales strategy through this site should achieve online sales growth.”

Ms. Lin is not affiliated with Olay. She commented based on her expertise on the subject.

Olay did not respond to press inquiries.

Purchase intent
The mobile banner ad reads “Olay. Hot Wax? Hot Mess.”

When users tap on the mobile ad, they are redirected to the company’s mobile landing page, which promotes its Smooth Finish Facial Hair Removal Duo product.

From there, consumers can learn more about the product, check out myths and facts and watch videos.

Additionally, users can tap on the Buy Now tab, which takes them to Amazon’s mobile site where they can buy the product.

A mobile ad campaign such as this is a great way for Olay to promote its new items.

Furthermore, incorporating a buy-it-now feature is a great way to drive sales.

Driving awareness
Olay is no stranger to mobile.

Earlier this year, the company used mobile advertising to target tech-savvy moms who are looking for quick beauty tips and products.

Olay ran the ads to specifically promote its anti-aging Total Effects line of products (see story).

Most recently, Latina magazine launched a mobile companion app that was already generating revenue via advertising from brands such as Olay and Herbal Essences (see story).

“Olay has a superb sales strategy as this medium is a naturally linked with a variety of online sales media, as long as the consumer gets the products they need from this site,” Ms. Lin said.

“You can click directly to Amazon or any of those town of options,” she said. “Just click on any retailer you accustomed to using to buy products. Super safe, fast and convenient.

“This site very neatly captured consumer psychology and consumer trends. And the videos are also enjoyable.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York