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The world's No. 1 skin care brand Olay come to India.
Hyderabad, August 04, 2007: The world's No. 1 skin care brand Olay come to India. P&G launches Olay Total Effects with VitaNiacin, the number one anti-ageing moisturizer in the local market to fight the seven signs of skin ageing, and help you love the skin you're in. Olay Total Effects is a breakthrough anti-ageing moisturizer with the patented Vitaniacin formulation - an exclusive moisturizing combination of niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol), and sunscreen protection, making it ideal for Indian skin.
Prior to the launch, Olay when conducted an extensive research involving over 6,000 women aged 18-69 years from three continents identified 7 signs of skin ageing: (i) Fine Lines and Wrinkles, (ii) Sagging Skin, (iii) Uneven Skin Tone, (iv) Age Spots, (v) Appearance of Pores, (vi) Dull Skin and (vii) Dryness. Interestingly, these 7 signs of ageing described by consumers were consistent with the clinical signs of ageing identified by the International Dermatologists' Panel on Ageing Skin.
Olay Total Effects with VitaNiacin formulation - an exclusive moisturizing combination of three key components - niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol) - each of these ingredients works effectively to fight the signs of ageing. Vitamin E is a powerful anti-oxidant that helps replace lost moisture in the skin caused by ageing and damage due to the environment, thereby leaving the skin feeling soft and smooth. Pro-Vitamin B5 (panthenol) is a humectant that counteracts the dryness that often occurs in ageing skin, thereby leaving skin well-conditioned. Niacinamide (Vitamin B3), is a water soluble vitamin that has a positive impact on skin's connective tissue and gel matrix which are of particular significance in aged & photo-damaged skin.
According to Dr. Colin D'Silva, Principal Scientist, P&G Beauty, "Niacinamide in combination with Vitamin E and Pro-Vitamin B5, when applied topically to the skin, enhances skin moisturization and increases the rate of exfoliation and barrier repair."
Interestingly, research revealed that consumers are unaware that ageing process starts by mid-20s and they perceive only fine lines and wrinkles to be signs of ageing, when in reality there are seven signs of ageing. On the Olay Total Effects' formulation, leading cosmetologist & dermatologist Dr. Kalpana Sarangi said, "VitaNiacin is an effective combination of Vitamins that fights the 7 signs of skin ageing leaving the skin soft, smooth, radiant, even toned and firmer; coupled with moisturizer and sun-protection makes it ideal for Indian skin. I have also experienced the benefits of the product and seen reduction in post pregnancy pigmentation."
Regular usage of Olay Total Effects with the breakthrough VitaNiacin complex ensures just one product helps fight the seven signs of ageing, as it..
(1) Visibly reduces lines & wrinkles;
(2) Gives soft and smooth skin;
(3) Visibly reduces dark spots;
(4) Provides sun protection for even skin tone;
(5) Gives firm looking skin;
(6) Provides radiant, glowing skin; and
(7) Visibly reduces the pore size
Unprotected Sun Exposure is the main cause of Skin Ageing. Olay Total Effects also contains sunscreen protection of SPF 15 value which protects against harmful UVA/UVB rays from the sun.
Olay Total Effects is launched by beauty icon and Bollywood superstar Sushmita Sen . Commenting on the launch she said I believe that 'looking good is one thing, but feeling good is everything.'
Vaishali Bhat, Associate Director, P&G India commented, "With the launch of Olay Total Effects with the breakthrough VitaNiacin complex in India, we are delighted to provide every Indian woman with one product that fights the seven signs of ageing.
Similar to the international clinical study, in India too, an independent clinical study was conducted over 200 Indian women aged between 30-60 years . A Panel of leading Indian Dermatologists analysed the clinical data on the effects of a VitaNiacin moisturizer on Indian skin. The study compared skin of women using a moisturizer with VitaNiacin versus those using an ordinary moisturizer. This proved P&G's claim.
It's best to ensure you cleanse your skin well before using Olay Total Effects moisturizer. Apply it twice a day on your face and neck, during morning & night before going to bed. If you have dry skin, you may wish to apply the product a third time, at mid-day. It is best to apply the UV Variant in the day to protect yourself from the harmful sun rays, and apply the Non-UV Variant at night to effectively allow the VitaNiacin technology to work.
Olay Total Effects will be available at beauty counters at leading malls, modern retail stores, and select chemists all over the state and comes in two variants - Normal (UV and Non-UV), and Gentle (UV and Non-UV); with a light, fresh scent, or fragrance-free. It is priced at Rs. 599/- for a 50gm pump jar that if used once at morning and night, lasts a month. For more information please log onto www.olay.co.in
Launched officially in 1957 in South Africa, today Olay is present in over 55 countries globally. Formerly popular as 'Oil of Olay, the pink lotion' synonymous with soft, glowing skin is now known as just 'Olay' and continues to enjoy a high recall value, even in India. Olay's Vision is to enhance all that is beautiful in women. As the No. 1 Facial Skin Care brand in fashion capitals with $2 billion in annual sales, Olay skincare products have gained high recognition from consumers in fashion capitals such as New York, London, Sydney, Hong Kong, and are considered as a beauty secret to young-looking skin.
For further information, please contact: Rashi Mittal - P&G, +91 22 2826 7476, mittal.r.2@pg.com or D.Ramchandram, Solus Media, Mobile: 098480-42020
Solus Media