15

Feb 2011

New Olay Definity Eye Illuminating Treatment – For Eyes That Really Light Up

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MEDIA RELEASE

New Olay Definity Eye Illuminating Treatment – For Eyes That Really Light Up: Olay’s latest product from the Definity range will reveal the hidden beauty in your eyes.

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Some say the eyes are our most important feature and the ‘window to the soul.’ Your eyes not only communicate how you feel, but, according to research, they also create your own special allure.

Now you can ensure they really light up with new Definity Eye Illuminating Treatment, for luminous looking eyes. New Definity Eye Illuminating Treatment from Olay fights what ages eyes the most – dark spots, discolourations, lines and wrinkles.

How do we know that eyes are such a key part of every woman’s special allure? Evolutionary biologist Dr Bernhard Fink has conducted a study which has revealed just how important the eye region is, not only for social communication but also the role it plays in facial attractiveness.

‘The Eyes have It’ research paper collated by Dr Fink collected statements from a total of two hundred participants aged 40-65 years from across four countries with participants answering a list of questions relating to skincare and ageing. The findings showed that the eyes are crucial for communicating a person’s age, health and attractiveness.

The survey revealed that women are highly concerned about the look of their eyes – which is no surprise considering people regard the eyes as the facial feature which shows the signs of ageing more than any other.

Dr Fink says the vast majority of women favour an eye-care product which lets them free up their eyes, so they don’t have to wear make-up or sunglasses to mask the signs of ageing. “The research also revealed that most people know it is not only lines and wrinkles around the eyes that contribute to the eye area looking older, but also dark spots and discolouration,” says Dr Fink.

Armed with these insights Olay has developed the new Definity Eye Illuminating Treatment which combines breakthrough dual-swirl technology with an intensive clear gel and an inner spiral of concentrated serum.

Now your eye cream can deliver twice the benefits! The intensive clear gel hydrates to help strengthen the delicate eye area and visible reduce wrinkles, whilst the concentrated serum helps diminish the look of under eye darkness. The eye area appears brighter and smoother, darkness and shadows are diminished and the eyes appear more luminous. Definity Eye Illuminating Treatment is fragrance-free and Dermatologist tested so it’s also gentle on the delicate skin around the eyes.

Emmy Award nominated make-up artist and Olay Definity Brand Ambassador, Bruce Grayson, says he loves the new product. “I swear by Olay Definity Illuminating Eye Treatment. It makes dark circles instantly less noticeable and it has a unique serum spiral with multi-colored particles that immediately help cancel out skin discolourations from the skin’s surface. Not only does it provide a great base for makeup, but this formula consists of glucosamine that helps treat past skin damage while disguising it,” says Grayson.

The groundbreaking product has been so successful that US Allure magazine* awarded Definity Eye Illuminating Treatment both their prestigious Editors Choice Award (for best eye cream for dark circles) and their Readers Choice Award (for breakthrough product) in their 2008 Best of Beauty Awards .

Closer to home, leading New Zealand makeup artist Nikki Lovrich has been raving about the new Definity Eye Illuminating Treatment. “Women are so sensitive about camouflaging crow’s feet and age spots around the eye area. I’m excited to have found a product that not only has a smoothing function, but also delivers an instant luminous glow to the eye area. Now I can cut back on concealer!”

Key Features: Olay Definity Eye Illuminator helps to restore a look that’s highly defined – truly luminous. Its dual action formula: • Illuminates the complete eye area and smooths the look of fine lines and wrinkles with a spiral of concentrated serum • Strengthens the delicate skin around and under the eyes, firming skin’s outer layers due to a hydrating, intensive clear gel containing Definity’s Essential Glucosamine Complex

Key Ingredients: The Essential Glucosamine Complex is a key ingredient that combines 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

How to Use: • Apply after cleansing with Definity Illuminating Cream Cleanser and moisturising using your preferred Definity moisturiser

• Pump the product onto the tip of your ring finger – a little goes a long way

• Place small dots around the eye area – under eyes, outer corners, brow line and eyelids

• Gently massage until the intensive clear gel and serum combine and are thoroughly absorbed into your skin

• Use morning and night as desired

New Olay Definity Illuminating Eye (RRP $39.99) and is available in stores nationwide.

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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.
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