By  on July 1, 2005

NEW YORK — Olay is building on its successful antiage portfolio by adding several new products to its two leading age-fighting brands, Regenerist and Total Effects.

Lauren Thaman, global director of P&G beauty science, who heads up Regenerist, pointed to items such as the Thermal Skin Polisher as examples of products that will up the skin care category's innovation quotient. The polisher, which will retail for $13.49, is a self-heating exfoliator formulated with microcrystals to polish away dry skin cells. The polish, available in September, is meant to be used after cleansing, and can be used with Regenerist Daily Regenerating Cleanser, another new item. The cleanser combines multiple exfoliators, including salicylic acid and oxygenated derma-beads, to target blemishes and wrinkles. The cleanser will retail for $8.99 beginning in September.

The new polish and cleanser brings Regenerist's total stockkeeping-unit count to nine. Regenerist, which launched in 2003, was the first beauty brand to bring peptides to mass consumers.

Under Total Effects comes an Anti-Aging Anti-Blemish Moisturizer, one that combines antiaging benefits with salicylic acid to offer a one-step product targeting aging skin as well as acne. The new moisturizer, which will sell for $18.99, is available this month in stores.

"So many women feel they are done with blemishes at a certain age but that is not true. About 44 percent of women are still dealing with these issues. All the products offered that are acne-focused are too harsh and drying for aging skin. This will fight both issues," said Wendy Brackett, senior scientist at Olay overseeing Total Effects.

A Total Effects Anti-Aging Anti-Blemish Cleanser is also available this month for $6.99 and can be used with the moisturizer.

Thaman said Regenerist is currently the number-one antiaging line in the mass market with 40 percent growth projected for year-end 2005. Olay claims a 20 percent dollar market share of the overall antiage category, which incudes sales of Total Effects, Regenerist and Age Defying Series, Thaman said.

Age Defying was Olay's first age-fighting initiative in 1997 and still commands a loyal following, specifically among those who want to experiment with these types of products to enhance their looks but are not "diehards" willing to spend $20. Consequently, Age Defying items are priced between $8 and $10. Total Effects targets women who want to stop the aging process, whereas Regenerist targets those who want to turn back the clock.

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