Olay’s newest range, Olay Professional-Pro-X, is scheduled to hit select mass market outlets at the end of December, with national roll-out planned for January. Packaged in clinical-looking, bright red- and-white boxes, Olay Professional looks to be the high-end consumers’ skin care solution accessible in a drugstore.
Olay Professional consists of six items, each priced at around $42. Three of the six are termed the “hard hitters,” which are the primary skin care solutions in the line; they are the Age Repair Lotion with SPF 30, Hydra Firming Cream and Wrinkle Smoothing Cream. The other three items are meant to target acute anti-aging needs and include Deep Wrinkle Treatment, Discoloration Fighting Concentrate and Eye Restoration Complex.
A Starter Protocol will sell for $62 and include half sizes of the Age Repair Lotion SPF 30, the Wrinkle Smoothing Cream and the Eye Restoration Complex. Except for the discoloring concentrate, all of the items utilize a new proprietary peptide, Pal-KT — a newer proposition than what is found in Olay Regenerist. According to Dr. Rosemarie Osborne, a principal scientist at P&G Beauty, Pal-KT increases not just hydration but builds collagen and elastin. The firming cream includes hexamidine, which is said to increase lipids in the surface barrier of the skin.
In The Makeup Says: It may seem far-fetched to shop for $42 youth-elixirs at the drugstore. After all, isn’t CVS where we go when we’ve just spent the family fortune on a new pair of Christian Loubutons and then find out that we are completely out of La Mer? Not anymore. Today, the line in the sand is being re-drawn. The infamous Nadine Habosh (aka Jolie) declares that “when you buy a $75 moisturizer, more than half of what you’re paying for is prestige.” We’re not suggesting that anyone become a drugstore-beauty captive. We’re promoting savviness. Unless you’re blessed with more money that God, savvy shopping is a beauty commandment. Who wants to live on egg noodles in their retirement? In The Makeup would much rather walk a smart line between department and drugstore. And if Olay’s scientists, who did, after all, bring us the Regenerist line, can compete with La Mer scientists, then Olay Pro X will not only earn the right to sit on our vanities, but will earn our reverence as well.