NEW YORK — This summer Procter & Gamble is raising the bar in the antiaging segment with a new product line formulated to perform beyond reducing the appearance of wrinkles and improving skin texture — factors that have become point-of-entry in the cutthroat category. Olay Definity, as the new line is called, addresses a woman’s skin tone, namely the spots and hyperpigmentation she’s accrued over the years from sunning and the environment. It’s these spots, usually brown or red, combined with a lack of reflecting light, that can make women look older, according to a P&G blind study.
“While texture is important to give a glow, [skin tone] gives luminescence,” said Lauren Thaman, global director, P&G Beauty Science.
Definity’s Essential Glucosamine Complex, a combination of glucosamine and niacinamide, aims to target the spots that develop naturally when exposed to the sun but never return to their original state. Olay clinical studies claim that Definity can reduce the appearance of these spots by up to 78 percent. In addition to skin tone, Definity is also formulated to enhance collagen and minimize the appearance of wrinkles. The line includes three products.
There’s Olay Definity Penetrating Foaming Moisturizer, a foam modeled after liquid-type skin products used by many women in Asia. The foam has “incredible spread and 15 times the volume of a cream,” said Thaman.
A Correcting Protective Lotion with SPF 15 is designed to protect skin from further sun damage while increasing skin tone.
Intense Hydrating Cream contains high levels of glycerin for moisturization, as well as active ingredients to reduce the appearance of spots and wrinkles.
Products will retail for $27.99 each.
“We really believe this was the sweet spot for an excellent benefit at a good value,” said Michael Kuremsky, general manager, Olay Skin Care.
Tackling pigment issues is a very Asian way of approaching skin care, said Thaman, who explained that these women don’t generally get wrinkles as their first sign of aging, they get spots. American women, on the other hand, get wrinkles first, then spots.
Definity seeks to bring a new level to the antiage skin care at the mass level, seeing that it will be the first product on shelves to use technology to focus on results other than wrinkles and texture.“Definity offers a whole new benefit, one that is meaningful, measurable and noticeable,” Thaman said. For best results, Thaman said the foam and lotion should be used in the morning and the cream applied at night for about eight weeks.
Definity, which has been in development for seven years, is not the first in the beauty industry to take on tone. Thaman acknowledged products on the market use hydroquinone, mulberry, strawberry and kojic acid to provide similar benefits, but some of them, mainly hydroquinone, can have negative side effects on some consumers, such as skin irritation.
Delivering a new benefit to consumers is how Olay aims to stay on top of the skin care category. In 2003, Olay launched Regenerist, a line with an exclusive form of pentapeptide. And in 2000, there was Total Effects, which revolutionized mass antiage skin care with new formulas. To date, Regenerist is the leading skin care brand in mass stores, followed by Total Effects, according to Kuremsky. Information Resources Inc. tracks Regenerist sales at $86.8 million for the latest 52-week period ended March 19, in food, drug and mass stores, excluding Wal-Mart. Sales of Total Effects were $68.5 million for the same period. While Definity offers technological breakthroughs, it may not necessarily appeal to Regenerist and Total Effects users since Olay sees the items as meeting the needs of a new consumer.
Definity replaces Regenerist as P&G’s largest skin care effort, in terms of both technology and marketing efforts. Industry sources estimate Definity could generate between $110 million and $115 million in first-year sales supported by a $50 million ad budget. To ensure a smooth and successful launch, Olay is working retailer by retailer to see that each has a tailored approach suitable to the store and its shopper. “This is not a vanilla type of thing. We will make a lot of noise about this,” Kuremsky said.
The ‘this’ Kuremsky referred to is high-definition technology, the marketing spin that will surround Definity in advertisements and in-store merchandising to communicate the new technology to women. “The notion of high definition in our culture is that things can be seen much better in closeup. We realize that our consumers really live their lives in closeup — on the street, in the workplace and in their relationships.” Testers of the foaming item will be provided at-shelf, as will a “skin transformation visual,” which will show how skin can look prior to use, days after use and eight weeks after use.Definity enters stores in July; TV and print ads are scheduled to break later that month. Ads, as well as interactive and Web-based efforts, will address Definity’s skin tone and skin discoloration results. Patient recommendations of skin professionals will also be used to grow the brand.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty