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Photos: Olay(R) Resignals the Future of Skin Care Introducing NEW Olay(R) Professional Pro-X
Date:3/5/2009

Clinically Proven to Reduce the Appearance of Wrinkles as Effectively as the Leading Anti-Aging Prescription

CINCINNATI, March 5, 2009 /PRNewswire/ -- Are you looking to take your skin care to the professional level? If you want highly advanced anti-aging treatments, it's time to turn to the experts. Introducing NEW Olay Professional Pro-X -- professionally designed and tested to provide highly advanced anti-aging treatments and now proven to be as effective as the leading anti-aging prescription brand indicated for reducing the appearance of fine lines and wrinkles -- for half the price when you include the cost of one dermatology visit.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/olay/37335/

BREAKING NEW GROUND WITH CLINICALLY PROVEN RESULTS

In a clinical study against the leading anti-aging prescription brand (0.02% tretinoin in an emollient base), Olay Professional Pro-X Intensive Wrinkle Protocol was found to be as effective at reducing the appearance of wrinkles.** Utilizing rigorous clinical standards, 196 women participated in an 8-week trial while a cohort of fifty continued using each regimen for a full six months. Both expert visual grading analysis and objective computer imaging analysis of high-resolution digital images of the subjects before and after treatment confirmed the effects were significant and noticeable after 8 weeks and six months of use.

The Olay Professional Pro-X Intensive Wrinkle Protocol was shown to:

  • Reduce the appearance of wrinkles as effectively as the leading anti-aging prescription brand
  • No signs of increased skin dryness/flakiness through the six months
  • Provide significant improvement in facial stratum corneum barrier function after six months of treatment

CUTTING-EDGE SCIENCE INNOVATION

Olay Professional Pro-X is inspired by genomics research and tools that have helped P&G Beauty Scientists explore how skin-related genes function, interact with one another and more importantly, respond to aging and environmental stress at the molecular level. P&G Beauty Scientists have identified multiple bio-chemical pathways that are active in younger skin, but inactive or overactive in older skin.

"For the first time, scientists can capture the complete gene profile of younger skin and compare it to that of older skin," says Dr. Greg Hillebrand, P&G Beauty Science. "Genomics gives us a global picture of what is happening with skin aging and allows us to understand the complexity of differences between young skin and aged skin at the most fundamental levels."

Using this insight and breakthrough genomics tools, P&G Beauty Scientists have learned a healthy, strong stratum corneum moisture barrier is important to allowing maximum inner skin performance. With this knowledge, P&G Beauty Scientists have identified unique combinations of cosmetic ingredients and formulated them into cosmetic moisturizers that have great potential to strengthen the stratum corneum in aged skin.

PROFESSIONALLY DESIGNED REGIMENS FOR MAXIMUM RESULTS

NEW Olay Professional Pro-X was developed by the Olay Professional Alliance for Skin Care Innovation, an inspired partnership that combines the medical expertise of renowned dermatologists from around the world with the fundamental skin aging insights, advanced investigative techniques and formulation knowledge of P&G Beauty Scientists. Inspired by the latest skin research and technology, the Olay Professional Alliance defined what it means to be a professional skin care line and developed one that is readily available outside of a dermatologist's office.

Primary solutions designed for use on the entire face include:

  • Age Repair Lotion with SPF 30: Professionally designed to help shield skin from harmful UVA/UVB exposure. It boosts antioxidant power at skin's surface and hydrates to reduce the appearance of fine lines and wrinkles.
  • Wrinkle Smoothing Cream: Professionally designed to help smooth uneven texture and strengthen skin's stratum corneum with moisture, combating the look of fine lines and wrinkles.
  • Hydra Firming Cream: Professionally designed to help optimize elasticity and firmness by plumping, locking in moisture.

Specialized treatments designed for targeted application to address specific anti-aging concerns include:

  • Deep Wrinkle Treatment: Professionally designed for the deepest wrinkles. It penetrates deep into skin's surface combating the appearance of wrinkles and intensely hydrating to allow the natural production of collagen.
  • Eye Restoration Complex: Professionally designed to help restore the eye area by improving the look of dark circles, puffiness and crow's feet. Massage reduces excess undereye fluids to reduce dark circles and puffiness.
  • Discoloration Fighting Concentrate: Professionally designed to help fade the appearance of overactive pigmentation such as age spots and brown spots. This specialized treatment hydrates to gradually repair the look of discoloration deep within skin's surface.

THE PROTOCOL

For optimal performance, Age Repair Lotion with SPF 30 should be used in the morning. Wrinkle Smoothing Cream and Hydra Firming Cream are designed to be used in the nighttime. The specialty treatment products -- Eye Restoration Complex, Deep Wrinkle Treatment and Discoloration Fighting Treatment -- can be used in any combination with the morning and nighttime products on targeted areas of concern.

The Intensive Wrinkle Protocol used in the clinical study consists of nighttime usage of the Wrinkle Smoothing Cream and Deep Wrinkle Treatment and morning usage of the Deep Wrinkle Treatment and Age Repair Lotion with SPF 30. In addition to Olay Professional Pro-X's six product offerings, the collection also includes an exclusive Anti-Aging Starter Protocol. This complete three-step regimen is a cost-effective way for women to experience Olay Professional Pro-X's advanced anti-aging skin care line. The Anti-Aging Starter Protocol includes two primary solutions -- Age Repair Lotion with SPF 30 and Wrinkle Smoothing Cream -- and one specialized treatment -- Eye Restoration Complex.

Olay Professional Pro-X products are available beginning February 2009 where Olay products are sold. Suggested retail price is $42.00. The Olay Professional Pro-X Anti-Aging Starter Protocol is available online beginning in December 2008 and where Olay products are sold in January 2009. Suggested retail price is $62.00. For more information, visit www.olayprofessional.com.

About P&G BEAUTY & GROOMING

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , 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(R), Olay(R), Head & Shoulders(R), Max Factor(R), Cover Girl(R), DDF(R), Frederic Fekkai(R), Wellaflex(R), Rejoice(R), Sebastian Professional(R), Herbal Essences(R), Koleston(R), Clairol Professional(R), Nice 'n Easy(R), Venus(R), Gillette(R), SK-II(R), Wella Professionals(R), Braun(R) 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(R), Lacoste(R), and Christina Aguilera(R). Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

*By increasing surface turnover and repairing the moisture barrier

** The prescription takes 24 weeks to see full results so larger base longer term comparative results may be different


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