Brand owners turn to clinical studies to prove anti-ageing claims
Procter and Gamble is the latest company to use scientific research to promote its products, a trend popularised by Boots
Procter & Gamble is the latest company to use scientific research to promote its products, a trend popularised by Boots whose Protect & Perfect Serum experienced a surge in sales after research confirming its efficacy was published in the British Journal of Dermatology. Now P&G has published a study in the same journal detailing how a P&G-owned off the shelf anti-wrinkle product line, Olay Professional Pro-X, has been found to clinically improve the appearance of facial lines and wrinkles to the same standard as the leading prescription wrinkle regimen, 0.02% tretinoin. According to an eight-week study carried out by P&G scientists on 196 women, 58% of the subjects using Olay Professional Pro-X Intensive Wrinkle Protocol were judged to look better for visible wrinkle reduction compared to 41% of those using the 0.02% tretinoin regimen. The Olay treatment was also found to reduce visible wrinkle size by 17%, while the 0.02% tretinoin reduced wrinkle size by just 11%.
“We believe this is the first of its kind clinical study comparing a cosmetic anti-ageing regimen against a recognized prescription topical treatment for improving the appearance official wrinkling,” said Joe Kaczvinsky, lead author of the study.
“The expansion of Olay into the professional skin care segment with the launch of Olay Professional Pro-X demonstrates P&G beauty & grooming’s ongoing commitment to cutting-edge scientific innovations that meet the evolving needs of women,” added president, global beauty & grooming, Gina Drosos. “We are excited about taking our latest advancement in skin care to more parts of the world with the recent launch in China and Australia coming in March 2010.”