P&G launches OLAY TOTAL EFFECTS with VitaNiacin
One Product to help fight the SEVEN SIGNS of SKIN AGEING
Mumbai, July 23rd, 2007: After years of helping women around the world experience timeless beauty, the No. 1
skin care brand in the world’s fashion capitals, Olay comes to India. P&G launches Olay Total Effects with
VitaNiacin, to help Indian women fight the seven signs of skin ageing. Olay Total Effects is a breakthrough
anti-ageing moisturizer containing the patented Vitaniacin formulation - an exclusive anti-ageing combination of
niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol), in addition to sunscreen protection,
making it ideal for Indian skin. The beauty breakthrough was launched by India’s leading beauty icons who have
tried Olay Total Effects and seen a visible difference in their skin – Olay ambassador Sushmita Sen, celebrity hair
stylists and beauty experts Dilshad Pastakia & Coleen Khan Affonso, TV Anchor & actor Tisca Chopra, health
and wellness expert Shikha Sharma, Economist & Head, Future Trends (Future Group) Roopa Purshottaman, and
fashion designer Anita Dongre. In addition, Olay Total Effect’s VitaNiacin technology was endorsed by India’s
Leading Dermatologists at a conference where the results of a recent Clinical Study on Ageing-Skin were shared.
Global Research - Identifying the 7 Signs of Ageing
Prior to the launch, Olay conducted an extensive research involving over 6,000 women from three continents across
geographical and cultural boundaries with diverse cultures, lifestyles and ethnicities, varied economic strata and
climatic conditions, different levels of sun exposure, different skin types, and opinions to assess female attitudes in
relation to skin care needs and their issues with ageing skin. While there were slight variations country by country,
majority of women across these geographical and cultural boundaries identified 7 signs of skin ageing: (i) Fine
Lines and Wrinkles; (ii) Sagging Skin; (iii) Uneven Skin Tone; (iv) Age Spots; (v) Appearance of Pores; (vi)
Dull Skin; and (vii) Dryness.
Interestingly, these 7 signs of ageing described by consumers were consistent with the clinical signs of ageing
as agreed upton by the International Dermatologists’ Panel on Ageing Skin (including leading scientists and
researchers specializing in clinical research) from USA, China, Japan and UK.
Consumer research conducted by P&G revealed that women tend to perceive only ‘fine lines & wrinkles’ as a
sign of Skin ageing, when the fact is that there are 7 such signs including appearance of pores, age spots and
uneven skin tone amongst others. The research also disclosed that very few women knew that the skin ageing
process in fact starts in their mid-20s, and not late 30s as most perceive it.
Today, women have several options with an array of technologies and product forms to fight the multiple signs of
ageing. These include vitamins like vitamin A (retinoids), vitamin C, hydroxy acids, ubiquinone and other
ingredients which can be delivered in a variety of forms including creams, lotions, patches, and sprays. The
variety of technologies available can often be confusing, and encourage consumers to use multiple products to
deliver different benefits. However, at P&G we understand that consumers might not want (or have no time) to
use multiple product regimens, which in fact may lead to lack of compliance and thus limited benefits.
Commenting on how the need for a one-stop skin care product has led her to endorsing Olay Total Effects, beauty icon
and Bollywood superstar Sushmita Sen said, “Firstly, like Olay, I too believe that ‘looking beautiful is one thing,
but feeling beautiful is everything.’ This in-depth understanding of a woman inspired me to associate with Olay
Total Effects. Secondly, hectic schedules and continuous exposure to sunlight, air conditioned vans, pollution,
HMI lights, heavy make-up etc. had taken a toll on my skin. Unfortunately, I do not have the luxury of lengthy skin
care regimes. But thanks to regular usage of Olay Total Effects, I can now fight the signs of ageing and get
younger looking skin, all in one tiny bottle and the good news is... you can too!”
The Vitamin Breakthrough “VitaNiacin” – One Product to fight the 7 Signs of Skin Ageing
A key milestone while delivering one of the biggest skin care needs of women around the world - an anti-ageing
product that helps combat the 7 signs of ageing - was the creation of Olay Total Effects with VitaNiacin
formulation - an exclusive moisturizing combination of three key components - niacinamide (Vitamin B3),
Vitamin E and Pro-Vitamin B5 (panthenol) - each of these ingredients works effectively to fight the signs of
ageing.
• Vitamin E is a powerful anti-oxidant that helps replace lost moisture in the skin caused by ageing and damage
due to the environment, thereby leaving the skin feeling soft and smooth.
• Pro-Vitamin B5 (panthenol) is a humectant that counteracts the dryness that often occurs in ageing skin,
thereby leaving skin well-conditioned.
• Niacinamide (Vitamin B3), is a water soluble vitamin that has a positive impact on skin’s connective tissue
and gel matrix which are of particular significance in aged & photo-damaged skin.
According to Dr. Colin D’Silva, Principal Scientist, P&G Beauty, “Niacinamide in combination with Vitamin E
and Pro-Vitamin B5, when applied topically to the skin, enhances skin moisturization and increases the rate of
exfoliation and barrier repair.”
In other words, it offers outstanding exfoliation benefits while improving the condition of the skin’s moisture
barrier, a function considered by dermatologists as critical to healthy skin. Commenting on the formulation,
leading cosmetologist & dermatologist Dr. Kalpana Sarangi said, “VitaNiacin is an effective combination of
Vitamins that fights the 7 signs of skin ageing leaving the skin soft, smooth, radiant, even toned and firmer;
coupled with moisturizer and sun-protection which makes it ideal for Indian skin.”
Regular usage of Olay Total Effects with the breakthrough VitaNiacin complex ensures just one product helps
fight the seven signs of ageing, as it…
1. Visibly reduces lines & wrinkles
2. Gives soft and smooth skin
3. Visibly reduces dark spots
4. Provides sun protection for even skin tone
5. Gives firm looking skin
6. Provides radiant, glowing skin
7. Visibly reduces the pore size
As most know, Unprotected Sun Exposure accelerates skin ageing. Olay Total Effects also contains sunscreen
protection of SPF 15 value which protects against harmful UVA/UVB rays from the sun.
The Indian Perspective – Clinical study
Similar to the international clinical study, in India too, an independent clinical study led by an external scientific
expert & Principal Investigator, Dr. Hemangi Jerajani, Professor & Head of Dept., LTMM College & LTMG
Hospital was conducted over 200 Indian women aged between 30-60 years across a 10-week treatment period. A
Panel of leading Indian Dermatologists analysed the clinical data on the effects of a VitaNiacin moisturizer on
Indian skin. The study compared skin of women using a moisturizer with VitaNiacin versus those using an
ordinary moisturizer. Post a discussion on global & Indian data, they supported the fact that: (i) VitaNiacin-
containing moisturiser can fight the 7 signs of skin ageing, as identified by over 6,000 women worldwide; (ii)
Efficacy of VitaNiacin has been optimized with the adjunctive use of adequate sun protection of SPF 15 value;
and (iii) Suitability, acceptability and efficacy of the product offer a solution for Indian women looking to address
the 7 signs of skin ageing.
Vaishali Bhat, Associate Director, P&G India commented, “Olay is the No. 1 Skincare brand in the world’s
fashion capitals. With the launch of Olay Total Effects with breakthrough VitaNiacin complex, we are delighted to
provide every Indian woman with one product that helps fight the seven signs of ageing. Hundreds of real
consumers across the world who put Total Effects to the test have fallen in love with it. We are very excited about
Olay Total Effects because we believe this product not only offers a new equation of beauty by helping fight the
seven signs of ageing, but also provides practical benefits like ease of application and easy to carry. Truly, Olay
Total Effects ensures every woman can now look her youthful best anywhere and anytime!”
Recommended Olay Total Effects Regimen for best results
It’s best to ensure you cleanse your skin well before using Olay Total Effects moisturizer. Apply it twice a day on
your face and neck, during morning & night before going to bed. If you have dry skin, you may wish to apply the
product a third time, at mid-day. It is best to apply the UV Variant in the day to protect yourself from the harmful
sun rays, and apply the Non-UV Variant at night to effectively allow the VitaNiacin technology to work.
Get your Olay Total Effects today!
Olay Total Effects, is a unique anti-ageing moisturizer that comes in a convenient, easy-to-squeeze pump jar,
perfectly sized for every woman’s handbag, and is available in two variants - Normal (UV and Non-UV), and
Gentle (UV and Non-UV); with a light, fresh scent, or fragrance-free. All Olay Total Effects moisturizers are
priced at Rs. 599/- for a 50gm pump jar that if used once at morning and night, lasts a month. So grab your bottle
of Olay Total Effects from a beauty counter at leading malls, modern retail stores, and select chemists, and visibly
reduce those 7 signs of ageing. For more information please log onto www.olay.co.in.
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Olay Total Effects endorsed by India’s “Real” Beauty Icons
Olay Total Effects was presented to some of India’s leading “real” beauty icons and women achievers from
diverse fields of fashion, beauty, TV, corporate, fitness and academics including Tisca Chopra (TV Anchor,
actor), Dilshad Pastakia, Coleen Khan Affonso (celebrity hair stylists & beauty experts), Shikha Sharma (health &
wellness expert), Roopa Purshottaman (Chief Economist, Future Group), Dr. Kalpana Sarangi (dermato-
cosmetologist), Anita Dongre (fashion designer), Poonam Soni (jewellery designer), among others. Over a period
of four to six weeks, the beauty icons shared positive experiences with the product and will now share their
wonderful experiences with other women on how to love the skin they’re in.
Below captures some of the beauty icons’ comments:
• “I have been using Olay for the last 13 years, and I love the brand. With Olay Total Effects, my skin feels
softer, yet firmer and more supple & radiant. This is the best moisturizer I have ever tried!”
- Shikha Sharma, Health & Wellness Expert
• “Olay TE is my One-stop shop. I have seen a visible difference in spots & pigmentation marks. There’s a new
glow! Overall, my skin feels cared for!”
- Tisca Chopra, TV Anchor & Actor
• “Now all I have to do is apply Olay TE & stop worrying about fine lines & wrinkles! Many have
complimented me on my glowing skin! Thanks Olay Total Effects! I swear by it.”
– Dilshad Pastakia, Leading Celebrity Hair Stylist & Beauty Expert
• “I'm glowing, I"m glowing, I'm glowing, I'm glowing!!!! Olay TE’s lightness & moisturizing formulation is
perfect for Indian women.”
- Coleen Khan, Leading Celebrity Hair Stylist & Beauty Expert
• “I am addicted to Olay Total Effects! I love the velvety feeling! My lines and spots seemed to have vanished,
and appearance of pores diminished! Olay total effects is truly, an all-encompassing skin care product.”
- Poonam Soni, Jewelery Designer
• “As you approach 30, versus your early 20s, Olay Total Effects is a great product because it takes care of a
lot of different needs in one. I definitely would surely recommend it to a friend.”
- Roopa Purshottaman, Economist & Head, Future Trends (Future Group)
• “My skin feels moisturized, softer, smoother and more radiant! My fine lines and wrinkles too have visibly
reduced which makes me look years younger. I am glowing! Thanks Olay Total Effects!”
- Anita Dongre, Fashion Designer
• Olay TE is the one product you must have in your bag! It is the best facial moisturizer I have ever
tried & I've recommended it to many of my friends."
- Marvie Beck, Make up Artist
• Skincare had seemed like a lengthy procedure before I started using Olay TE. I am able to include
its use in my daily routine with relative ease. I simply love the subtle fragrance
- Sudipta Sengupta, Senior Vice President – Marketing & Sales, Nirula's
About Olay
In 1952, a South-African chemist, inventor and entrepreneur Graham Wulff was inspired by his wife to create a fluid
moisturizer. Working in his home laboratory, he created the legendary Beauty Fluid… the dream had become reality
and Olay was born. Launched officially in 1957 in South Africa, today Olay is present in over 55 countries globally.
Formerly popular as ‘Oil of Olay, the pink lotion’ synonymous with soft, glowing skin is now known as just
‘Olay’ and continues to enjoy a high recall value, even in India. Olay’s Vision is to enhance all that is beautiful in
women. A celebratory call to action, Olay gives each woman the real skin improvement that allows her to love her
own skin & in doing so, love herself & all she can be. The Olay Woman is intelligent, genuine, multi-dimensional, has
depth of character and is beautiful no matter what her age.
As the No. 1 Facial Skin Care brand in fashion capitals with $2 billion in annual sales, Olay skincare products
have gained high recognition from consumers in fashion capitals such as New York, London, Sydney, Hong
Kong, and are considered as a beauty secret to young-looking skin. Continuous innovation & breakthrough
technology from Olay has helped millions of women love the skin they’re in.
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For further information, please contact:
Rashi Mittal Christopher Samuel / Michelle D’Souza / Vaishali Madan / Fiero Fernandes
Procter & Gamble Madison Public Relations
+91 22 2826 7476 +91 98216 24146 / 98925 25625 / 98924 79871
mittal.r.2@pg.com chris@fort.madisonindia.com / dsouza.m.1@pg.com / vaishali@fort.madisonindia.com