The typography is slicker in both execution and intention. But I do question the strange casing of it, as it reads “OlAy.” Kind of groovy visually, yes. But all kinds of wrong grammatically. As far as indicating a change and update, the typography does its job without losing equity. In the end, this is one of those changes that goes mostly unnoticed by customers who can’t really tell what’s new or different about their favorite product but they just know something feels a little fresher and distinct — like a good hair cut, or a freshly moisturized face. And that’s no small feat.

Olay Rejuvenates