As discussed in my previous blog, Boots had an unprecedented commercial success in Britain in the past few years. The Boots Protect & Perfect serum case gave clear evidence to the skincare industry that a little science could do a lot more for sales than any amount of expensive glossy advertising!
The latest attempt to promote a skincare product through serious scientific scrutiny, this time by Procter & Gamble, hopes to emulate the success of Boots and provide us with a proof of superior efficacy!
This month the British Journal of Dermatology will publish a scientific study showing that an anti-ageing cream, Olay Pro-X, is as efficacious at reducing wrinkles as a prescription-only treatment. In the study, 99 women who applied the Olay product several times a day for six months were compared to other 97 women receiving prescription-only retinoid treatment with well-known efficacy. Wrinkle reduction was assessed by grading on high-resolution digital images at eight and 24 weeks into the trial and showed that an appropriately designed cosmetic regimen can improve facial wrinkle appearance comparably with the benchmark prescription treatment and without its side effects.
P&G plans to launch Olay Pro-X in Britain next year! And the active ingredients look great – more about them in my next blog.
Source: http://women.timesonline.co.uk/tol/life_and_style/women/beauty/article7026342.ece