• Brandweek, Monday, January 12, 2009 11 AM

Procter & Gamble's Olay Professional Pro-X has its eyes on women who are trading down from high-end wrinkle creams, Elaine Wong reports. Advertising for the line, which launched in December and starts at $42, touts the fact that it was developed with a "top-tier" team of dermatologists. It hopes to lure consumers away from Dr. products such as Nicholas Perricone's anti-aging creams.

With more dermatology-backed skincare products entering the market, consumers are looking for more "scientific and technological proof" in anti-aging products, according to Olay professional brand manager Tim Bunch.

Julia Beardwood of Beardwood & Co. says if consumers are still willing to pay close to $200 for Crème de La Mer eye cream, then Olay Professional Pro-X is "a savvy buy in a down economy."

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