By  on May 4, 2007

Olay is expanding its Regenerist and Definity lines this summer, offering new products for the eyes and face.

In July, Procter & Gamble's Definity will launch Olay Definity Eye Illuminator, an antiaging eye treatment designed to diminish under-eye darkness, while improving the overall tone and texture of skin.

"Definity stands for illumination and the removal of dullness from the skin, and it's Definity's first eye product with both short- and long-term benefits," said Eric Admiraal, Olay's brand manager. "Most eye products target creases and fine lines, but this treats discolorations and evens out skin tones."

Retailing for $25.99, the serum combines Olay's proprietary essential glucosamine complex with "smart particles" technology.

Also being launched in July is Olay's Regenerist Micro-Sculpting Cream, $24.99, designed to restore volume and shape to skin surface cells in women 35 and older. According to Admiraal, Regenerist is the company's fastest-growing line in sales.

"This cream is intensely hydrating and has shaping and lifting benefits," said Admiraal, who added that the cream contained the highest concentration of amino-peptides of all Regenerist products. "It replumps cells that deliver better shape and contour and can be used in addition or as an alternative to daily products."

The company's research from the American Society for Aesthetic Plastic Surgery showed that total cosmetic procedures decreased by 4 percent from 2004 to 2005, while hyaluronic acid filler injections increased by 35 percent. The Micro-Sculpting Cream acts as an alternative to the filler procedure as it restores both shape and volume.

According to Information Resources Inc., Olay's overall skin care sales generated about $1.83 billion in sales in the mass market, excluding Wal-Mart, for the year ended March 25, 2007, a 4.65 percent increase over the prior-year period. This number includes sales of all Olay items, not just Regenerist and Definity.

Olay will also add to its antiaging Total Effects line with Mature Skin Effects Therapy moisturizer, a product designed to deeply hydrate the skin, making it smoother and more radiant. Aimed at menopausal women, the cream is composed of an antiaging vitamin complex that targets signs of aging. Also set to be launched are Pore Refining Mousse Cleanser and Daily Foaming Mud Cleanser, which is designed to remove oil and makeup while cleansing the skin. Products will range from $6.99 for the cleanser and mud cleanser to $18.99 for the Mature Skin moisturizing cream.

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