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.
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