
Having adequately conquered
fine lines and wrinkles, Procter & Gamble's Olay brand is heading on to a new frontier, launching a series of products that will even out the skin tone problems that come with aging.
The biggest news--and the one with real blockbuster potential--is Definity Color Recapture, a daily anti-aging moisturizer that provides sheer coverage, a "product that delivers a one-two punch," says
Eric Admiraal, anti-aging brand manager for Olay. "What we're learning over time is that Olay offers terrific chronic benefits, reducing visible signs of aging, but consumers want an immediate
benefit, too."
Ad support, from agency Saatchi & Saatchi, will include TV, print, online, and outdoor.
In addition to its multitasking appeal, Color Recapture is also a bit of a
departure for Olay in that it makes skin tone--the evenness of skin color--a main selling point. While Olay's three different "boutiques"--the newest, Definity, targets women 45-plus; Regenerist
targets women 40-plus, and Total Effects, introduced back in 2000, is aimed at women 30 and older--have multiple products that minimize the appearance of wrinkles and fine lines, skin tone is pretty
much virgin territory. "From an unmet needs point of view," he says, "tone continues to climb the list of consumer concerns, particularly with Hispanic and Latin American women. For many women, it's
associated with damage from the sun."
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In addition to Definity Color Recapture, the company will also launch similar products in each boutique: Regenerist Touch of Foundation, Olay Total Effects
plus Touch of Foundation, and Olay Definity Night Anti-Spot Treatment, a concentrated precision treatment that enables consumers to target brown spots and discolorations while they sleep.
Olay,
No. 1 in the overall facial moisturizer market, also dominates the anti-aging market. In the U.S., sales of anti-aging skin products are estimated at $2.2 billion, with Olay's ringing in at a reported
$447.6 million.
But the market's growth potential is considered to be vast: Not only are Baby Boomers doing everything they can to thwart those wrinkles and looming liver spots, so are younger
women. "We are finding that women are adding anti-aging products to their skincare regimen at younger and younger ages," he says.