It all began more than 50 years ago, when pots of pink face cream bearing the name "Oil of Olay" began surfacing on drugstore shelves. Olay founder, Graham Wulff, and his wife, Dinah, understood what women of the 1950s wanted: young-looking, beautiful skin. Wulff's company was sold and resold over the years, evolving into the Olay brand, which features numerous product lines appealing to targeted demographics with specific skin care needs. One of the line's newer lines is called "Total Effects," which targets women who want to reduce the signs of the skin's aging process.
The Marketing Strategy
When it comes to marketing strategies, Olay's Total Effects purportedly provide 7 anti-aging therapies in 1 formula. Olay has pinpointed what it considered to be the 7 deadly "sins" of aging skin: Fine lines and wrinkles; lack of moisture; uneven tone; uneven texture; large pores; sagging; and damage due to exposure to free radicals. Among its promises, Total Effects claims its products reduce the appearance of fine lines and large pores, as well as make skin look firmer.
Star Ingredient
One of the main ingredients in Olay's Total Effects line is niacinamide, a type of Vitamin B. Niacinamide is a water-soluble ingredient and, according to the "British Journal of Dermatology" and "Journal of Cosmetic Dermatology," applying it topically has shown increased levels of ceramide and free fatty acid in the skin. Additionally, niacinamide has also been proven to prevent the loss of water content. A double-blind study on niacinamide conducted by Procter & Gamble, Olay's parent company, indicated that it decreased the appearance of wrinkles and skin discoloration, reduced redness and sallowness and improved the skin's elasticity.
The Products
According to the company's website, there are some 17 different cleansers, moisturizers and cosmetics in Olay's Total Effects line that appeal to women with all different skin types. A unique component of the Total Effects line is that it appeals to women with maturing skin who still have problems with breakouts, as evidenced by the line's anti-blemish products. Total Effects also has specific products that appeal to women afflicted with the aging effects of menopause, fragrance-free products, moisturizers with SPF production, an eye cream/concealer combo and a sunless tanning cream.
The Cost
Comparatively, the cost of Olay's Total Effects skin care line is considerably less than elite department store brands, such as Dior and Chanel, but still more costly that the average drugstore fare. Total Effects products range in price from around $8 to $23. The cost of Total Effects facial cleansers is more modest and runs from $8 to $10. However, the moisturizers reflect a substantial increase in price, averaging from $18 to $20.
Total Effects Efficacy
According to the American Association of Dermatology (AAD), intrinsic aging--the natural process of aging that results in facial lines, transparent skin and loss of elasticity--cannot be fixed with the aid of a jar. Those who want a permanent fix--rather than just the appearance of better skin--may want to consider surgical fat transfer or botulinum injections to reduce wrinkles or use a prescription topical cream approved by the U.S. Food and Drug Administration. Laser resurfacing and chemical peels can even out skin tone. The AAD does recommend that anyone concerned with aging use a sunscreen with Sun Protection Factor (SPF) or 15 or greater before going outdoors, regardless of the season, and certainly some Total Effects products meet this criteria. However, when it comes to selecting a promising anti-aging treatment, such as Olay's Total Effects, consult your dermatologist and to see if the product line will meet your long-term expectations.
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