Olay Hosts Ultimate Before-and-After Skin Care Challenge

  Olay Hosts Ultimate Before-and-After Skin Care Challenge

    Proves ProX Line’s Performance in First-of-Its-Kind Study Using Twins

Business Wire

CINCINNATI -- July 8, 2014

For generations, Olay has helped women look and feel their best beautiful.
Now, the brand is continuing its evolution and taking its purpose a step
further by modernizing and re-establishing its beauty industry reputation as
the world’s undisputed authority on skin health and cutting-edge science.

Since identical twins have 100% of their genes in common they should, in
theory, age exactly the sam ...

Since identical twins have 100% of their genes in common they should, in
theory, age exactly the same way. (Photo: Business Wire)

In the spirit of never settling to achieve your most beautiful skin, Olay
enlisted genetically identical twins, each showing signs of facial fine lines
and wrinkles or discoloration, to help answer the age-old debate: is beautiful
skin genetic, or is there more to it? Since identical twins have 100% of their
genes in common they should, in theory, age exactly the same way. Studying
them sheds light on the relative importance of genetics and the environment in
shaping certain characteristics, like skin appearance, untangling the two.

To demonstrate we have more control than you may think over our genetic
destiny, Olay invited 21 sets of identical female twins aged 20 to 53 with
varying skin types and tones to put the skin improving benefits of ProX by
Olay Intensive Wrinkle Protocol and Tone Correcting Protocol to the test in an
eight-week Facial Tone and Anti-Aging study.

One twin in each pair used three ProX by Olay products daily, and the other
continued using her existing skin care routine. To evaluate product
performance, high-resolution digital images of each twin pair were captured
before, during and after the trial to track changes in skin at the microscopic

After eight weeks, tone image analysis showed women from the treatment group
using the Tone Correcting Protocol regimen had a reduction in visibility of
dark spots and uneven tone versus their control twin. Similarly, wrinkle image
analysis showed that seven of the 10 women from the treatment group using the
Intensive Wrinkle Protocol regimen had a reduction in the appearance of fine
lines and wrinkles versus their control twin.

Subject and sibling questionnaires post-trial also revealed that 100% of twins
using ProX by Olay said they saw improvement to her skin tone or felt they
looked younger, while 100% of siblings said they agreed their twin’s skin was
improved and were eager to begin using the regimens themselves.

“Olay has always been committed to empowering women to unapologetically put
their best face forward, the best possible version of themselves every day and
never settle for anything less. The breakthrough ProX by Olay twins study is a
perfect example of this sentiment in action, showcasing visible proof of
women’s results and simultaneously giving their twin sisters a reflection of
their own skin’s potential,” said Joe Arcuri, Vice President, North America
Beauty Care for Procter & Gamble.

The centerpiece of the 360° marketing campaign is an online experience at
www.olaytwinsstudy.com that hosts behind-the-study video, before-and-after
photos, twin pair testimonials, product regimen information and more. The
campaign also includes social, public relations, media and print advertising

ProX by Olay was designed by the ProX Global Dermatologist Alliance, a group
of 12 world renowned dermatologists who work in partnership with world-class
skin scientists from Olay. The Alliance defined what it means to be a
professional skin care line and developed one that is readily available
without a prescription. ProX by Olay is inspired by the latest skin research
and technology that explore how skin-related genes function and respond to
aging and environmental stress at the molecular level. The line offers proven,
potent protocols that treat the root causes of uneven tone and anti-aging skin

The ProX by Olay Intensive Wrinkle Protocol used in the clinical study
consists of evening usage of the Deep Wrinkle Treatment and Wrinkle Smoothing
Cream, and morning usage of the Deep Wrinkle Treatment and Age Repair Lotion
with SPF 30. The ProX by Olay Tone Correcting Protocol included evening usage
of the Spot Fading Treatment and Brightening Renewal Cream, and morning usage
of the Spot Fading Treatment and Anti-Oxidant UV Blocker Sheer Daily
Moisturizer with SPF 35.

ProX by Olay Intensive Wrinkle Protocol and Tone Correcting Protocol are
available nationwide where Olay products are sold for a suggested retail price
of $39.99-$44.99 per regimen starter kit. Full-size treatments are available
for a suggested retail price of $29.99 -$35.99 each. Pricing is at the sole
discretion of the retailer.

For more information about the ProX by Olay identical twin study, visit
www.olaytwinsstudy.com. Hard copy before-and-after skin analysis images from
the clinical trial are available upon request.

About Olay

Olay is a leading global skin care brand, built on more than 60 years of
empowering women to never settle and be their best beautiful every day. Olay
offers women superior products for every age and skin care need based on the
latest advancements in skin care science. Our wide range of product offerings
include Olay Fresh Effects, the brand’s first-ever collection designed to
uniquely meet the skincare needs of pre-aging skin; Olay Complete, an
excellent moisturizer with UV protection; Olay Total Effects, an all-in-one
product designed to fight the multiple signs of aging; Olay Regenerist, a line
of products powered by cutting-edge science and skin energizing technology;
ProX by Olay, a potent, proven, and professional line of skin care products
comparable to a prescription; Olay Body, a collection of body washes, bar
soaps and body lotions that offers superior cleansing and moisturization for a
variety of skincare needs. Olay brings healthy, radiant, beautiful skin to
more than 80 million women across 5 continents around the world. For more
information, visit http://www.olay.com or follow us in social media @OlayUS on
Twitter, Facebook.com/Olay and YouTube.com/Olay.

About Procter & Gamble

P&G serves approximately 4.8billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®,
Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®,
Wella® and Whisper®.The P&G community includes operations in
approximately70countries worldwide. Please visithttp://www.pg.comfor the
latest news and in-depth information about P&G and its brands.

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