Definity Takes Center Stage Of Olay Brand Portfolio

Olay Definity skin care, formulated to treat discoloration of mature skin, represents the brand's most significant skin care launch to date, according to Procter & Gamble.

Rolling out to mass market doors now, the three-product anti-aging line comprises Deep Penetrating Foaming Moisturizer, Correcting Protective Lotion with SPF 15 and Intense Hydrating Cream.

The collection is expected to replace Olay Regenerist as the brand's most important product initiative, the firm noted. Regenerist bowed in 2003 as an anti-aging skin care line that "regenerates" skin's outer layer one cell at a time (¹ (Also see "Olay Regenerist Skin Care To Debut Based On Cell Renewal Technology" - HBW Insight, 10 Mar, 2003.), p. 8).

P&G will support the introduction with a greater advertising push than it placed behind the launch of Regenerist, the company said. Regenerist was backed with $51.3 mil. in advertising in 2003, according to measured media expenditures tracked by New York City-based CMR (² (Also see "Olay Regenerist Skin Care Ads Top Category Spending In 2003" - HBW Insight, 19 Apr, 2004.), p. 7).

The Definity campaign, breaking now, comprises a "powerful arsenal" of TV spots and print ads in women's beauty and lifestyle books. The firm also will support the launch with sampling and interactive campaigns, according to P&G.

Definity is positioned to attract women in their 40s to 60s, while Regenerist's core customers are women slightly younger, ages 35-55. However, both brands appeal to a broad range of ages, according to P&G.

The collection fills a unique niche in the Olay portfolio because it aims to reduce the appearance of skin discoloration in addition to improving the appearance of wrinkles and enhancing skin collagen and moisture barrier structure, P&G said.

The significance of even skin color was emphasized by a P&G Beauty-sponsored study that found facial skin color distribution, or tone, can add or subtract as much as 20 years to a woman's age.

Conducted by scientists at the Ludwig-Boltzmann-Institute for Urban Ethology in Australia and the Department for Sociobiology/Anthropology at the University of Goettingen in Germany, the study found "the contrast of skin tone plays a significant role in the way [a woman's] age, beauty and health is perceived"(³ 'The Rose Sheet' June 19, 2006, In Brief).

The importance of skin discoloration also has been underscored by new "high definition technology," advanced imaging that "scrutinizes discolorations and imperfections on skin's surface magnifying the importance of even skin tone," the firm said.

Definity products are formulated with an Olay-exclusive Essential Glucosamine Complex, which contains N-acetyl glucosamine to reduce the "appearance of hyperpigmented spots and improve the overall evenness of skin tone," and niacinamide to hydrate and soften skin to "help reduce the appearance of red, blotchy skin," P&G claims.

The collection's Definity Deep Penetrating Foaming Moisturizer is an "aerated serum," which makes the formula "easier to spread than a cream or a serum, hence more even skin coverage," the company claims.

Correcting Protective Lotion with SPF 15 "provides an immediate luminous effect that helps correct the appearance of color imperfections," while Intense Hydrating Cream "contains the highest levels of glycerin in the line to provide maximum hydration deep into multiple layers of the skin," P&G said. Each item will retail for $27.99.

Use of the products over an eight-week time period "reduces the appearance of skin discolorations such as dullness and age spots by up to 78% versus a base moisturizer," according to P&G.

Additionally, in a P&G-sponsored blind study involving nearly 200 women who tried various forms of Definity, 77% said the line is effective at making skin tone and color more even, while 76% claimed use of the formulas was effective in making wrinkles less noticeable.

Olay joins a recent trend of skin care and beauty launches developed to meet the needs of mature skin. L'Oréal Paris is rolling out Age Perfect Pro-Calcium Restorative Hydrating Cream for women in their 60s and in September will launch Age Perfect Skin-Supporting & Hydrating Makeup for women in their 50s. Ads featuring actress Diane Keaton will support the launches (⁴ (Also see "Diane Keaton To Star In Ads For L’Oréal Paris Age Perfect" - HBW Insight, 22 May, 2006.), p. 5).

Revlon introduced Vital Radiance beauty and color cosmetics products for women 50+ in January (⁵ (Also see "Vital Radiance Targets Women 50+ With “Intimate” Ad Campaign" - HBW Insight, 30 Jan, 2006.), p. 6).

- Julie Evans