Oct 2010

Fight What Ages You Most with New Olay Definity

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Fight What Ages You Most with New Olay Definity Olay’s latest skin care product offers you the chance to look up to ten years younger.


We all dream of younger looking skin and often think the fight to achieve this lies in a daily battle with lines and wrinkles! But being free of lines and wrinkles isn’t the only thing that equates to youthful looking skin – in fact, groundbreaking research from skincare expert Olay reveals there’s more to the war against ageing than just fighting the appearance of lines and wrinkles.

Insight from behavioural science suggests that in fact discolourations, dark spots, dullness and uneven skin tone are the new perception of “old”[i] and having an even-toned, luminous complexion actually helps to reduce perceived age like magic!

Wouldn’t you love to look up to 10 years younger? This research shows that to look your best, you need an anti-ageing range that goes beyond lines and wrinkles to fight dark spots and discolourations. That’s why Olay is launching its most innovative and highly defined anti-ageing range yet – the Olay Definity Tone Correcting Anti-Ageing range.

In just eight weeks, Olay Definity helps visibly transform the appearance of skin and fights what ages skin the most: dark spots and discolourations, along with lines and wrinkles. Luminous skin starts now!

Olay Definity, with Olay’s Essential Glucosamine Complex, is designed to help go beyond wrinkles to also improve the appearance of dull, uneven and discoloured skin tone. With daily use, Olay Definity hydrates the skin to visibly reduce the appearance of past damage, as well as reducing the appearance of discolourations and wrinkles to reveal more luminous and flawless looking skin – as if it emits light from within.

What’s the secret? It’s all about the Essential Glucosamine Complex which contains two powerful skin-enhancing ingredients – Niacinamide and N-Acetyl Glucosamine:


  • Niacinamide is scientifically proven to help boost skin’s collagen levels, restoring your skin’s inner glow. And, because collagen also happens to be important for keeping away the lines and wrinkles, Niacinamide can help provide smoother, firmer skin.
  • The combination of Niacinamide and N-Acetyl Glucosamine is clinically proven to reduce the appearance of dark spots and skin discolouration, resulting in a more even, luminous skin appearance.

Top New Zealand makeup artist Nikki Lovrich is highly impressed with Olay’s latest innovation.

“As a makeup artist, I like to even out the skin tone using minimal foundation and concealer.  A range like Olay Definity makes my job so much easier as it allows me to use less makeup and let a woman’s natural radiance shine through,” says Lovrich.


The New Issue In Skin Ageing – Even Skin Tone

Did you know that discolouration and dark spots can actually add 10 years to your look? Research by evolutionary biologists Drs. Bernhard Fink and Karl Grammer, working with skin expert & P&G Research Fellow Dr. Paul Matts, proved this very point.

In their groundbreaking study, the scientists asked how uneven skin tone by itself might influence the perception of female age and beauty. To put the spotlight solely on skin tone, they photographed 170 women, digitally removed the lines and wrinkles, and draped the resulting images on a 3D standard facial structure.

“Four hundred and thirty male and female observers were charged with guessing the ages of the models. The results were amazing as responses revealed that skin tone alone can add 10 years to a woman’s appearance,” says Dr Fink.

“In this age of wrinkle-focused anti-ageing treatments we might be missing a big part of the solution. Young, healthy skin isn’t just smooth and firm, it’s also even-toned and spot-free, giving rise to a luminous appearance.”

The Solution – Ingredients That Work

Once the problem was identified, world-renowned skin experts turned their attention to the solution: the Essential Glucosamine Complex.

Dr Alexa Kimball of Harvard Medical School, who leads the Clinical Unit for Research Trials in Skin, says that pigmentation is an appearance issue that strikes an emotional chord for many women.

“The large base clinical data indicate that the combination of N–Acetyl Glucosamine and Niacinamide significantly evens skin tone, reducing the appearance of dark spots, and providing an easily accessible solution to ease women’s concern about ageing,” says Dr Kimball.  

In January 2006, Dr Kimball co-chaired a panel of internationally renowned dermatologists in Rome to discuss the reduction of skin hyperpigmentation with an N-acetyl glucosamine and Niacinamide complex.  This panel of 19 skin experts concluded that a topical formulation with this complex significantly reduces both the amount and unevenness of melanin in the skin versus a base moisturiser.


The New Olay Definity Tone Correcting Anti-Ageing line-up includes:

Priced at RRP $39.99

Olay Definity Tone Correcting Anti-Ageing Foaming Moisturiser SPF15 (50ml)

Olay Definity Tone Correcting Anti-Ageing Cream (50g)

Olay Definity Tone Correcting Anti-Ageing Lotion SPF15 (50ml)

Olay Definity Tone Correcting Anti-Ageing Serum (50ml)

Olay Definity Tone Correcting Anti-Ageing Night Cream (50g)

Priced at RRP $19.99

Olay Definity Illuminating Cream Cleanser (150ml)


Olay Definity is available in stores now.

Visible Skin Colour Distribution plays a role in the perception of age, attractiveness, and health in female faces. Evolution and Human Behavior 27, 433-442, 2006. Fink, B., Grammer, K, Matts, P


Consensus Statement at International Congress and Symposium Series 264


About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday.  With 8 billion dollar brands and products available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world’s largest beauty and grooming companies.  P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including  Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®,  Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®.  Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.


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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
Fight What Ages You Most with New Olay Definity
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