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Olay Tones Up for Summer With Line Extensions

For Procter & Gamble Co.'s Olay brand, it's all about improving skin tone this summer as the company introduces new items in the Definity, Total Effects and...

A few of the latest items from Olay.

A few of the latest items from Olay.

Robert Mitra

For Procter & Gamble Co.’s Olay brand, it’s all about improving skin tone this summer as the company introduces new items in the Definity, Total Effects and Regenerist lines.

To better understand the impact skin tone has on a person’s confidence, Olay looked at a recent study in the March edition of the “Journal of the European Academy of Dermatology and Venereology,” which explored the relation wrinkles and tone had to the perception of both health and age. For the study, doctors removed signs of aging — wrinkles, crow’s-feet and skin tone — on 50 images of women, who were between the ages of 40 and 74. The images were then presented to 200 men and women who had to estimate the person’s age, and rate on a scale from one to four the subject’s perceived health based on the photo. Results showed that both skin tone and wrinkles and uneven pigmentation impacted the perception of female age and health. Results showed that the face where color was evened out had the highest health rate.

“We found that tone impacts not only how we feel we perceive ourselves, but how others perceive us,” said Eric Admiraal, Olay’s antiaging brand manager.

According to Information Resources Inc., a Chicago-based market research firm, Olay’s overall skin care sales generated about $447.6 million in sales in the food, drug and mass market, excluding Wal-Mart, for the year ended April 20, a 9.6 percent increase over the prior-year period. This number includes sales of all Olay items, not just Regenerist and Definity.

Within the Definity line, which launched two years ago, the company is introducing two products — Olay Definity Color Recapture, a daily antiaging tinted moisturizer, and Olay Definity Night Anti-Spot Treatment, a treatment product designed to reduce brown spots and discolorations. Packaged in a beige and white spiral contained in a clear gel, Color Recapture offers three levels of benefits — UV protection with an SPF 15 and Olay moisture, sheer coverage, which helps improve skin tone, and Olay’s patent-pending Essential Glucosamine Complex. The patented complex is composed of n-acetyl glucosamine and niacinamide, which is designed to hydrate and reduce the appearance of hyperpigmentation, while smoothing out the appearance of lines and wrinkles. Retailing for $24.99, Color Recapture will be available in three different shades from fair to light, light to medium and medium to deep.

Also launching in July, the company is launching Olay Definity Night Anti-Spot Treatment, the company’s first nighttime treatment product. Retailing for $24.99, the treatment item was designed to act as a “cover-up product but with long-term benefits,” said Admiraal. Like the Color Recapture product, Night Anti-Spot Treatment also contains the Essential Glucosamine Complex. It also contains three other key ingredients — n-acetyl glucosamine, niacinamide and sepiwhite, designed to fade the appearance of age spots and even out skin tone in six weeks, according to consumer testing.

Olay is also introducing two new foundations — Olay Total Effects Plus Touch of Foundation, a foundation offering seven antiaging benefits, and Olay Regenerist Touch of Foundation, a UV antiaging daily tinted moisturizer. Total Effects Plus Touch of Foundation benefits range from line minimization, moisturization, lifting, brightening and pore refinement. Designed to renew, restore and protect aging skin, the Total Effects foundation comes in one shade, which adapts to all skin tones. Both foundations will retail for $18.99.