CINCINNATI--(BUSINESS WIRE)--For generations, Olay has helped women look and feel their best beautiful. Now, the brand is continuing its evolution and taking its purpose a step further by modernizing and re-establishing its beauty industry reputation as the world’s undisputed authority on skin health and cutting-edge science.
In the spirit of never settling to achieve your most beautiful skin, Olay enlisted genetically identical twins, each showing signs of facial fine lines and wrinkles or discoloration, to help answer the age-old debate: is beautiful skin genetic, or is there more to it? Since identical twins have 100% of their genes in common they should, in theory, age exactly the same way. Studying them sheds light on the relative importance of genetics and the environment in shaping certain characteristics, like skin appearance, untangling the two.
To demonstrate we have more control than you may think over our genetic destiny, Olay invited 21 sets of identical female twins aged 20 to 53 with varying skin types and tones to put the skin improving benefits of ProX by Olay Intensive Wrinkle Protocol and Tone Correcting Protocol to the test in an eight-week Facial Tone and Anti-Aging study.
One twin in each pair used three ProX by Olay products daily, and the other continued using her existing skin care routine. To evaluate product performance, high-resolution digital images of each twin pair were captured before, during and after the trial to track changes in skin at the microscopic level.
After eight weeks, tone image analysis showed women from the treatment group using the Tone Correcting Protocol regimen had a reduction in visibility of dark spots and uneven tone versus their control twin. Similarly, wrinkle image analysis showed that seven of the 10 women from the treatment group using the Intensive Wrinkle Protocol regimen had a reduction in the appearance of fine lines and wrinkles versus their control twin.
Subject and sibling questionnaires post-trial also revealed that 100% of twins using ProX by Olay said they saw improvement to her skin tone or felt they looked younger, while 100% of siblings said they agreed their twin’s skin was improved and were eager to begin using the regimens themselves.
“Olay has always been committed to empowering women to unapologetically put their best face forward, the best possible version of themselves every day and never settle for anything less. The breakthrough ProX by Olay twins study is a perfect example of this sentiment in action, showcasing visible proof of women’s results and simultaneously giving their twin sisters a reflection of their own skin’s potential,” said Joe Arcuri, Vice President, North America Beauty Care for Procter & Gamble.
The centerpiece of the 360° marketing campaign is an online experience at www.olaytwinsstudy.com that hosts behind-the-study video, before-and-after photos, twin pair testimonials, product regimen information and more. The campaign also includes social, public relations, media and print advertising efforts.
ProX by Olay was designed by the ProX Global Dermatologist Alliance, a group of 12 world renowned dermatologists who work in partnership with world-class skin scientists from Olay. The Alliance defined what it means to be a professional skin care line and developed one that is readily available without a prescription. ProX by Olay is inspired by the latest skin research and technology that explore how skin-related genes function and respond to aging and environmental stress at the molecular level. The line offers proven, potent protocols that treat the root causes of uneven tone and anti-aging skin concerns.
The ProX by Olay Intensive Wrinkle Protocol used in the clinical study consists of evening usage of the Deep Wrinkle Treatment and Wrinkle Smoothing Cream, and morning usage of the Deep Wrinkle Treatment and Age Repair Lotion with SPF 30. The ProX by Olay Tone Correcting Protocol included evening usage of the Spot Fading Treatment and Brightening Renewal Cream, and morning usage of the Spot Fading Treatment and Anti-Oxidant UV Blocker Sheer Daily Moisturizer with SPF 35.
ProX by Olay Intensive Wrinkle Protocol and Tone Correcting Protocol are available nationwide where Olay products are sold for a suggested retail price of $39.99-$44.99 per regimen starter kit. Full-size treatments are available for a suggested retail price of $29.99 -$35.99 each. Pricing is at the sole discretion of the retailer.
For more information about the ProX by Olay identical twin study, visit www.olaytwinsstudy.com. Hard copy before-and-after skin analysis images from the clinical trial are available upon request.
Olay is a leading global skin care brand, built on more than 60 years of empowering women to never settle and be their best beautiful every day. Olay offers women superior products for every age and skin care need based on the latest advancements in skin care science. Our wide range of product offerings include Olay Fresh Effects, the brand’s first-ever collection designed to uniquely meet the skincare needs of pre-aging skin; Olay Complete, an excellent moisturizer with UV protection; Olay Total Effects, an all-in-one product designed to fight the multiple signs of aging; Olay Regenerist, a line of products powered by cutting-edge science and skin energizing technology; ProX by Olay, a potent, proven, and professional line of skin care products comparable to a prescription; Olay Body, a collection of body washes, bar soaps and body lotions that offers superior cleansing and moisturization for a variety of skincare needs. Olay brings healthy, radiant, beautiful skin to more than 80 million women across 5 continents around the world. For more information, visit http://www.olay.com or follow us in social media @OlayUS on Twitter, Facebook.com/Olay and YouTube.com/Olay.
About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.