OLAY CHALLENGES WHAT IS POSSIBLE

KEE@FSWMAG.COM

MY MOTHER USED OLAY WHEN I WAS A CHILD GROWING UP IN KOTA BARU BUT NOW SINCE I AM RICH AND FAMOUS I GIVE HER SKII BUT WE ARE DIGRESSING.

Back then Olay was sold under several names which baffled my mother but of course I was too young to bother but my super computer brains retained all these snippets of information. I remember Mum remarking to my aunts about using Oil of Ulan, Oil of Olay and Oil of Ulay and wondering if they were the same brand or 3 different, competing brands!

Times changed and the word 'oil' became passe and bit slimy so now it is just 'Olay' which is short and sweet and sassy. it also rhymes with 'Hooray' but I guess in China it is 'Hoolay for Olay' as some Chinks cannot pronounce 'r' which baffles me as I can pronounce and roll as many 'r's as I want and God knows I am as Chinky as they come.

Since 18 year old girls have no use for Olay, owner Proctor & Gamble hauled in Maggie Cheung the ageless, timeless Chinese actress from Hong Kong who was once first runner-up in Miss Hong Kong contest. The joke is that she became world famous while the winner faded into oblivion and no one can recall who beat Maggie Cheung to the crown!

Maggie Cheung as we all know, is no spring chicken but this is precisely the reason Olay appointed her as ambassador back in 2003 as she looks so ravishing still. 


The new Regenerist by Olay is so potent you can see the effect in just 1 application! Astounding but true

You cannot believe Maggie Cheung is at least 48 if not half a century old! Hooray for Olay!

This new Wrinkle Relaxing Cream by Olay is Maggie Cheung's weapon against ageing and now it is yours at only RM 100 in supermarkets and pharmacies.

No point looking young if you are dark as a construction worker! We need to be fair like Maggie Cheung and this bottle helps! Only RM 100 in supermarkets and pharmacies.

Challenge what’s possible with new Olay Regenerist and White Radiance line-ups

International star Maggie Cheung and P&G scientist demonstrate immediate results of new wrinkle fighter and whitening essence water with just one application

SINGAPORE 19 JANUARY 2012; With international award-winning actress and Olay ambassador Maggie Cheung as its special guest, Olay today unveiled two revolutionary products from its premium Regenerist and White Radiance boutiques, which are designed to deliver visible anti-ageing and effective whitening results with just one application, while delivering long-term skincare benefits.  For the first time, Olay’s one-application results were demonstrated “live” in front of more than 50 media and guests from around Asia.

Conventional thinking dictates that it takes days or weeks for women to see visible results with skincare products, be it in reducing the look of wrinkles or achieving whitening success.  Determined to challenge that notion, Olay created new Olay Regenerist Wrinkle Relaxing Cream which enables women to achieve visible reduction in the appearance of wrinkles in just one application, and new Olay White Radiance CelLucent™ White Essence Water which activates visible fairness in just one application.  In addition, both products work continuously over time to deliver long-term skincare benefits.

To prove their performance, Olay decided to put them to the test in front of long-time brand ambassador Maggie Cheung and observers, and successfully proved that its products lived up to its one-application performance.

Ms. Cheung said, “This is the first time that I have witnessed the performance of skincare products in such a short time, demonstrated ‘live’ in front of so many people. I am confident that, like me, women will love new Olay Regenerist Wrinkle Relaxing Cream and new Olay White Radiance CelLucent™ White Essence Water, and the immediate and longer-term skincare benefits they bring.”

Live demonstration of visible results with just one application

Beginning with new Olay White Radiance CelLucent™ White Essence Water, Olay Senior Scientist David Khoo demonstrated the superior absorption rate of the new product using a custom-made demonstration tool.  One minute after a drop each of Olay White Radiance CelLucent™ White Essence Water and water was placed onto the participant’s skin, Olay White Radiance CelLucent™ White Essence Water was shown to have spread out more rapidly and absorbed into skin compared to water.   This demonstrates the fast absorption rate of Olay White Radiance CelLucent™ White Essence Water into skin, causing a faster penetration of moisture and whitening actives of the product into the skin epidermis layer.

In addition, Olay White Radiance CelLucent™ White Essence Water is powered by a best-in-class whitening active – the CelLucent™ Complex –which helps inhibits the root cause of melanin formation at the cellular level. Olay scientists have boosted the CelLucent™ Complex concentration to a potent 90% in the new essence water, promoting quick hydration and penetrating 2.5 times more whitening actives into skin cells compared to other essence waters.  As a result, Olay White Radiance CelLucent™ White Essence Water is able to act on 10 million cells, truly jumpstarting a successful whitening regimen by activating fairness in just one application. 

Moving on to new Olay Regenerist Wrinkle Relaxing Cream, Mr. Khoo demonstrated that just ten minutes after a single application of the product, the appearance of wrinkles around the participant’s eye area were significantly reduced

Explaining the breakthrough technology behind Olay Regenerist Wrinkle Relaxing Cream, Mr. Khoo said, “Olay scientists recently found that the optical signature – or light-scattering properties – of skin differs drastically between that of younger and older skin.  New Olay Regenerist Wrinkle Relaxing Cream works by utilising optics-based skincare to smooth skin’s surface by filling the ‘valleys’ between fine lines and wrinkles with a breakthrough proprietary blend of three different sizes of optical powders smooth skin.  This means that new Olay Regenerist Wrinkle Relaxing Cream is able to diminish the appearance of wrinkles in one application.”

Showing her support by signing on a larger-than-life bottle of new Olay Regenerist Wrinkle Relaxing Cream, Ms. Cheung said, “As women, keeping our skin looking young and vibrant is key, especially when skin starts to show signs of ageing. Wrinkle reduction is typically thought to take a long time, and even I used to believe that. Now, with just one application, wrinkles look much less obvious and over time, I can see a wonderful improvement in the way my skin looks and feels.”

She continued, “What I also like about the product is its texture – it’s very light and glides on so easily on my skin, leaving a cashmere-like feel on my skin.  And after using it for a longer period of time, my skin feels more moisturised and supple.  Best of all, I think this product is really versatile – I like to use it as a make-up primer in the day, and as a moisturiser at night.”

As further testament of its product efficacy, Olay Regenerist Wrinkle Relaxing Cream was recently given a nod of approval by international ELLE editors, with nine out of ten of them agreeing that it was an essential quick-fix minimiser.

New Olay Regenerist Wrinkle Relaxing Cream (50ml) and new Olay White Radiance CelLucent™ White Essence Water (150ml) will be available in leading supermarkets and pharmacies from April 2011 at a RRP of RM99.90 each.

Maggie Cheung
International Award-winning Actress and Olay Brand Ambassador

One of Hong Kong's most respected and talented actresses, Maggie Cheung has done it all. Maggie's versatility as an action star, talented comedienne, and dramatic actress has allowed her to transcend the Hong Kong film industry to become a vibrant figure in international cinema.

Born in Hong Kong on September 20, 1964, Maggie moved to England at the age of eight where and returned to Hong Kong in her teens where she began her modeling career. This led her to appear in TV commercials and she attained titles of the first runner-up and Miss Photogenic for the Miss Hong Kong Contest 1983. She got her first big break in 1985, when she was cast opposite to the legendary action star Jackie Chan in Police Story 1. Over the years, Maggie starred in roles that allowed her to show off her acting prowess, and received much acclaim from international critics and audiences alike.

Maggie accomplished her international breakthrough, and her chance to prove herself as a dramatic actress, when she starred in Wong Kar-Wai’s 1988 crime drama As Tears Go By. She also earned strong notices in films such as the family conflict drama Song of the Exile (1990) and Wong Kar-Wai's 1991 period drama Days of Being Wild.

 In 1992, Maggie won some of the greatest acclaim of her career for her work in Centre Stage, Stanley Kwan's docudrama about a silent film icon Ruan Ling Yu. That same year, Maggie further proved her versatility with starring roles in three more action films, Twin Dragons with Jackie Chan; the third installment of the Police Story trilogy; and The Heroic Trio, in which she and fellow action stars Michelle Yeoh and Anita Mui were cast as comic book superwomen.

Maggie cemented her status as a legend and icon of world cinema when she became the most internationally awarded Chinese actress in history, winning, among many other
awards, Best Actress at the 1992 Berlin Festival for Centre Stage, and later, the Palme D’Or Best Actress prize at the 2004 Cannes Film Festival, for Olivier Assayas's Clean.

She also captured the imagination of world cinema fans in her numerous “qi pao” dresses in Wong Kar Wai's acclaimed In the Mood for Love, becoming a global paragon of Chinese elegance and an inspiration to fashion designers, photographers and artists all over the world.

In 2010, Maggie was appointed as the first-ever Chinese ambassador for UNICEF China. She is also a founding member of the Olay Women Innovation and Dream Fund in 2008.


Olay celebrates new “Challenge What’s Possible” philosophy with acclaimed actress Maggie Cheung
Singapore, 19 January 2012 – Olay, the world’s number one facial skincare brand1, together with international award-winning actress and brand ambassador Maggie Cheung, celebrated Olay’s new philosophy “Challenge What’s Possible” in a first-of-its-kind event which showcased the rich heritage, innovative science and comprehensive offerings that Olay has developed for women around the world.

Held on the closing day of the three-day “The Beauty Debate”, the event was presented in three segments – Challenge What’s Possible in “Life”, “Science”, and “Beauty”.
“Our new philosophy – Challenge What’s Possible, represents Olay’s spirit of yearning to understand and anticipate what women want, as well as the boldness to push the boundaries in science and technology, to create products that deliver benefits that are over and above what’s expected. We know what healthy, youthful and beautiful skin means to women and we also understand that women’s needs are constantly evolving. Olay is passionately committed to challenging what’s possible not only in beauty through new innovative skincare products, but also through breakthrough science, and through inspiring women to live a more fulfilling life,” said Ellie Xie, Country CEO, P&G Singapore.

Challenge What’s Possible in Life
Demonstrating what it means to “Challenge What’s Possible in Life” was Olay ambassador and international award-winning actress Maggie Cheung, who revealed how she shared Olay’s philosophy in her own career, personal life and beauty.

In her first appearance in Singapore as Olay’s ambassador, Maggie shared how she challenged what’s possible in her career, successfully breaking through role-stereotyping and geographical barriers, and subsequently rising to attain international recognition a serious actress with awards such as the 2004 Cannes Film Festival Palme D’Or Best Actress under her belt. In the area of her personal life, Maggie challenged herself to do more for society and became the first ambassador for UNICEF China, using her celebrity status to bring aid to children in need.

Yet in spite of her hectic schedule, Maggie is seen as the epitome of timeless beauty with her youthful and beautiful skin, proving that it is possible to challenge what’s possible for one’s skin.
Maggie, who has been an Olay ambassador since 2003, said, “I am honoured to be a part of this event, and to be able to share how Olay has been my trusted companion over these years. When I learned about Olay’s new philosophy of ‘Challenge What’s Possible’, I immediately felt its connection to my life. From challenging the critics’ perceptions of me as an actress in the past; to challenging what I can do to give back to society in my personal life; and with Olay helping me challenge what’s possible in my skin and beauty, I truly believe that Olay’s philosophy embodies all the areas of my life. It is my hope for Olay to do the same for millions of women all around the world. It is also my goal, as Olay’s ambassador, to be able to inspire them, just as how Olay has done it for me.”

Challenge What’s Possible in Science
Through the years, Olay has been conscientiously listening to the ever- changing needs and wants of women all across the world. With this innate understanding, Olay constantly pushes the boundaries of skincare research and technology to achieve the next level of science and innovation for their products.

Olay’s breakthrough in cell care technology, as seen in its Regenerist and White Radiance boutiques, is an example of how Olay has successfully challenged what’s possible in science and technology to bring innovative products to women. Working closely with skin experts from the Olay Asia Cell Technology Research Centre (ACRC), Olay brings skin and cell care research to the next level, challenging what’s possible in science and technology through the latest cell care research and study on skin issues.

 The ACRC, comprising top dermatologists from across the region, provides Olay’s scientists with the most up-to-date value-added insights on skin research and cell care technology which aids Olay to develop newer innovative products with maximum efficacy benefits.
To provide guests with a better understanding of Olay’s science, Olay also specially created an exhibition zone which allowed guests to experience Olay’s cell care technology in an interactive way.

Challenge What’s Possible in Beauty
Concluding the line-up of sessions was an insight into how Olay products were developed and formulated – from intimate insights to innovative products. Presented through an interactive
show-and-tell session helmed by Olay Senior Scientist David Khoo and guest speaker, Dr. Cheong Wai Kwong, a private practice consultant dermatologist and ACRC member, guests were shown how women have different skin needs, which result in the need for customised skincare offerings. Rounding up the session was a live hands-on demonstration on how moisturisers were created and formulated, and an overview of Olay’s comprehensive line-up of products specially customised for different skin needs.

David Khoo said, “Olay has indeed come a long way in challenging what’s possible in skin, beauty and life. We are proud to be able to equip women across the world in transforming both their skin and their life. As a forward-looking brand, Olay is committed to challenging what’s possible in technology to provide the latest insights and innovative skincare solutions to women across the world.”

Olay Regenerist Wrinkle Relaxing Cream

Reduces the appearance of wrinkles in just one application

Is it possible for a skincare product to reduce the appearance of wrinkles immediately... AND continue to work on wrinkles over time?

Challenge that possibility with new Olay Regenerist Wrinkle Relaxing Cream.

Formulated by Olay scientists, new Olay Regenerist Wrinkle Relaxing Cream reduces the appearance of wrinkles in just one application… AND decreases the appearance of deep eye lines in 14 days².

New insights on treating the wrinkles of today… and slowing down the wrinkles of tomorrow

New Olay Regenerist Wrinkle Relaxing Cream was made possible when Olay scientists uncovered two key insights into the wrinkles of today and tomorrow. 

The first insight was a new way to measure wrinkles on women’s skin.  Known as skin’s “optical signature”, this is based on the fact that the light-scattering properties of younger skin are drastically different from that of older skin. Unlike older skin, younger skin looks smoother and firmer due to a finer micro-texture that allows light to bounce off the skin more evenly.   Olay scientists then identified technologies that are able to manipulate the path of light, making it possible for existing wrinkles to virtually “disappear”.

But Olay scientists did not stop just at investigating today’s wrinkles – they went on to look at what causes the wrinkles of tomorrow.  For the first time ever, Olay scientists proved that repeated temporary expression lines lead to permanent wrinkles.[1]  Startling results from an eight-year study published in the British Medical Journal showed that dry skin more than doubles the speed at which women develop permanent facial wrinkles. This means that keeping the skin moisturised regularly can significantly slow down the rate of facial wrinkle formation over the long term.

Powered by new optical science and biopeptides

Leveraging their new understanding of wrinkles, Olay scientists created new Olay Regenerist Wrinkle Relaxing Cream, which has the ability to diminish the appearance of wrinkles in an instant³.

New Olay Regenerist Wrinkle Relaxing Cream works by utilising optics-based skincare to smooth skin’s surface by filling the “valleys” between fine lines and wrinkles with a breakthrough proprietary blend of three different sizes of optical powders that smooth skin.  This allows new Olay Regenerist Wrinkle Relaxing Cream to diminish the appearance of wrinkles in one application.

Not only does new Olay Regenerist Wrinkle Relaxing Cream have immediate benefits, it also works continuously over time to reduce the appearance of deep lines in 14 days².  The formula is packed with Regenerist’s signature Aminopeptide Complex, comprising ingredients such as Pal-KTTKS, niacinamide, Pro-Vitamin B5, Vitamin E and Allantoin which renews the skin at the cellular level at the epidermis layer.  In addition, a new biopeptide – Peptamide Y6 – is included in Olay Regenerist for the first time. The product’s high concentration of intense humectants also enables skin to be more agile to expression lines, which slows down the progression of expression lines to permanent lines and wrinkles.

According to Dr Cheong Wai Kwong, Olay Asia Cell Technology Research Centre member, the Olay Aminopeptide complex helps to speed up the process of skin cell renewal without compromising the integrity of the skin barrier while enhancing skin hydration and evening out skin tone.

By understanding the differences between the optical signatures of younger versus older skin, and tracking the evolution of expression lines into permanent wrinkles, Olay scientists are revolutionizing the care of today’s wrinkles, and through identifying new anti-ageing technologies such as the Olay Aminopeptide complex, aid in preventing tomorrow’s wrinkles.

Visible results in just one application

As a result, new Olay Regenerist Wrinkle Relaxing Cream diminishes the appearance of wrinkles in just one application.  In fact, a VISIA Complexion analysis system showed that just ten minutes after application, the average Wrinkle Severity Score on women decreased by 26%⁶! 

ten international Elle editors thought it was an essential quick-fix wrinkle minimiser! The efficacy of new Olay Regenerist Wrinkle Relaxing Cream is further evidenced by at least 120 women who agreed⁴ that the product smoothed out wrinkles, leaving skin feeling velvety smooth and saturated with moisture.  In fact, women commented that they loved the way it made their wrinkles “much less noticeable”.

In addition, after three days of treatment, new Olay Regenerist Wrinkle Relaxing Cream was shown to increase skin’s elasticity. It has significantly hydrated skin at one hour and through one to four days⁵, compared to without treatment.  That’s not all – new Olay Regenerist Wrinkle Relaxing Cream also works over time to decrease the volume of deep eye lines by 20% after 14 days of twice-daily treatment².

New Olay Regenerist Wrinkle Relaxing Cream therefore has immediate and long-term benefits for women, reducing the appearance of wrinkles in just one application and over time.

 

Fact Sheet

Olay White Radiance CelLucent^TM White Essence Water

Activates fairness in just one application

Does it always have to take weeks before women can see whitening results with skincare products?

Challenge that possibility with new Olay White Radiance CelLucent^TM White Essence Water.

Formulated by Olay scientists, new Olay White Radiance CelLucent^TM White Essence Water activates fairness with just one application.

Essence water: Jumpstarting the process for whitening success

Recently, Olay scientists have uncovered the unique role of essence water in improving skin fairness.  The key function of essence water is to provide immediate, intensive hydration and facilitate the penetration of water-soluble actives into skin after cleansing.  As more than 80% of whitening actives are water soluble¹, having a whitening essence water in a whitening regimen, jumpstarts the process for women to achieve their desired whitening success. By instantly hydrating skin cells after cleansing and in need of moisture, the powerful whitening actives in Essence Water are easily absorbed by the skin at the cellular level for translucent fair skin².

However, current scientific research findings show that not all the waters or lotions are created equal in their ability to increase hydration at cellular level³.

The CelLucent^TM Complex: Best-in-class whitening active

The CelLucent^TM Complex, a proprietary Olay technology, is the powerful ingredient complex behind the whitening success of Olay White Radiance CelLucent^TM White Essence Water. This technology has a unique mode of action which can inhibit the root cause of melanin formation⁴ at the cellular level at the epidermis layer, unlike majority of the traditional whitening actives. In fact, the Olay Asia Cell Technology Research Centre (ACRC) acknowledges that Olay’s CelLucent^TM technology has a unique mode of action. It can inhibit the root cause of melanin formation at the cellular level and agree that Olay’s CelLucent™ Ingredient is one of the most efficacious whitening actives. In designing Olay White Radiance CelLucent^TM White Essence Water, Olay scientists have boosted CelLucent^TM Complex concentration, penetrating cells with rapid hydration and 2.5 times more whitening actives into skin cells compared to other essence waters⁵ via its CelLucent^TM whitening technology. That is why with just one application, Olay White Radiance CelLucent^TM White Essence Water acts on 10 million cells for ultimate translucent fair skin.

Activates Fairness In One Application

Research findings have shown that Olay White Radiance CelLucent^TM White Essence Water provides instant hydration – in fact, better than typical clear lotions⁶ at 15 minutes – and long-lasting moistursation for up to six hours.  It also features powerful penetration in one application compared with typical clear lotion⁶, as clearly demonstrated in the time lapse photographs below.

Application of product on cadaver skin at 30 minutes

Application of product on cadaver skin at 0 minutes

Olay White Radiance absorbs faster on skin, activating visible fairness in one application

Olay White Radiance absorbs faster on skin, activating fairness in one application⁷

			Application of product on skin at 30 minutes

 

In addition, not only does new Olay White Radiance CelLucent^TM White Essence Water provide immediate benefits, it also continues to work on skin over time to bring about CelLucent^TM fairness.  In two weeks, new Olay White Radiance CelLucent^TM White Essence Water helps to significantly lighten spots. The essence water also lightens skin tone after eight weeks of usage.

New Olay White Radiance CelLucent^TM White Essence Water therefore activates fairness in just one application. 

Jump start your skin whitening journey today with Olay White Radiance White Essence Water in three easy steps after cleansing.

Step 1: Olay White Radiance CelLucent^TM White Essence Water* – delivers hydration and whitening actives at the cellular level

Step 2: Olay White Radiance CelLucent^TM White Essence – bringing about intensive fairness to skin from the cellular level

Step 3: Olay White Radiance CelLucent^TM White Cream – visibly reducing dark spots and uneven tone for natural, luminous fairness

THE END