New OLAY Total Effects 7in1 with 40% more vitamins

Award Winning Anti-Ageing Formula - Now Enriched With Even More Vitamins
New Olay Total Effects 7 in 1: The Iconic All in One from the World’s Number One,  a simple solution for younger looking skin

Dubai, October 13, 2015:  Olay Total Effects, the All-in-One from the World’s Number One skincare brand, has announced its biggest upgrade yet.  It sees its award-winning original formula boosted with 40% more vitamins including optimized levels of Niacinamide.  

CELEBRATING 100 AWARDS
Since it launched, the benefits of Olay Total Effects and Niacinamide have been acknowledged by women and magazines across the globe - so we’re celebrating! Developed specifically for today’s women and their busy lives, Olay Total Effects is now used by over 20 million around the world and has been recognized for its proven all-in-one benefits. The iconic multi-tasker has already won over 100 awards worldwide, and with the latest formula upgrade, award celebrations look set to continue into the future. 

THE ICONIC SKINCARE PIONEER 
As the world’s Number One facial skin care brand, Olay is devoted to creating the most advanced technologies in the world to continue to help women in their quest to look younger without changing their current lifestyles.  

New research, which applied advanced scientific methods and technology, has reaffirmed what Olay Total Effects discovered 15 years ago - skin ageing has many manifestations. It also confirmed that multiple; small changes to each of these signs of ageing can deliver better anti-ageing results overall compared to focusing on specific categories . 

Analysis of the ten most common facial conditions from this survey showed that women’s concerns about their skin as it ages could be clustered into seven distinct skin-ageing categories: 

1. Line minimization
2. Loss of firmness
3. Visible pores
4. Uneven tone
5. Uneven skin texture
6. Dryness
7. Dullness. 

These seven distinct skin-ageing categories were reviewed by the International Dermatology Panel on Ageing Skin, a group of leading global dermatologists who concluded: “These seven signs of skin ageing are of genuine concern to dermatology patients and women world-wide. They represent the physical manifestations of ageing skin and are consistent with clinical signs of ageing skin as identified by physicians.”
Rising up to the challenge of finding one easy solution to address all these issues, Olay created Total Effects, and most recently upgraded the boutique, to effectively deliver a combination of seven beautiful benefits with a single product.  

Dr Sian Morris, Olay’s Principal Scientist explains: “This new research has confirmed what women have always told us - the seven distinctive groups identified by Olay 15 years ago, still capture skin ageing in a very comprehensive way and are as relevant today as they were. By focusing on a combination of features and treating these multiple areas, overall anti-aging is improved. Olay scientists have applied these insights and learnings to skincare research to develop upgraded formulas that can improve the multi-tasking efficacy of anti-ageing skincare. 

We are now able to measure and see visible improvements in these multiple categories, so when we design products to tackle the 7 signs of aging we can be confident in evaluating their proven efficacy. “

THE MAGIC OF NIACINAMIDE 
Niacinamide (Vitamin B3) has been identified as a critical ingredient that can help skin look visibly younger because it provides multiple skin benefits - perhaps the ultimate anti-ageing multi-tasker! It is still one of the most effective anti-ageing ingredients that money can buy. The power of this multi-dimensional ingredient has been supported by independent third parties including [INSERT NAME OF DERMATOLOGIST] and the Skin Health Alliance.

Olay Total Effects has harnessed science and research to develop breakthrough anti-ageing products with this powerful ingredient. 
Olay research continues to reveal even more magic when it comes to Niacinamide. Recently confirming that as the amount of Niacinamide increases so do the anti-ageing benefits it delivers .  

“With newly-strengthened Total Effects, a sophisticated, age-defying blend of potent vitamins is at every woman’s fingertips. The enhanced formula helps to protect and revitalize skin, revealing a healthier, younger-looking complexion - one that every woman will love to see in her mirror,” added Dr. Dina Sabih , Olay Dermatologist and Ambassador

THE SUPER SKIN MULTI VITAMIN 
Developed specifically for today’s women and their busy lives, Olay Total Effect’s proven science centers on its super-multi-vitamin VitaNiacin™, a unique patented combination of ingredients specifically formulated to actively help strengthen skin’s moisture barrier and fight the signs of ageing.  VitaNiacin™ complex contains Vitamin B3 (Niacinamide), Pro-vitamin B5 and Vitamin E and is proven to deliver moisture and help fight the appearance of 7 signs of ageing year after year.

Olay experts have reviewed the optimal level of the unique VitaNiacin™ complex to deliver even bigger benefits from its multi-tasking ingredients and so boosted the formula with 40% more vitamins and 5% Niacinamide. 

Dr Sian Morris continues, “The power of VitaNiacin™ has been tried, tested and proven.  Through extensive research, Olay Scientists have developed the formula to contain 40% more vitamins including 5% Niacinamide to help fight the seven signs of ageing:” 

1. Evens skin tone appearance
2. Minimises the look of pores
3. Enhances brightness
4. Visibly smoothes fine lines & wrinkles
5.  Reduces the look of spots
6. Hydrates for a firm look
7. Replenishes moisture

Used every day, Olay Total Effects, a super-multi-vitamin moisturiser gives you stronger and more beautiful skin that can stand the test of time. 

OLAY TOTAL EFFECTS RANGE 
Total Effects CC Cream Light to Medium
Total Effects CC Cream Medium to Dark
Total Effects Moisturiser + Sensitive Skin Shield
Total Effects Day Moisturiser with SPF15           
Total Effects Day Moisturiser Fragrance Free
Total Effects Night Firming Moisturiser
Total Effects BB Cream Light with SPF
Total Effects BB Cream Medium with SPF
Total Effects BB Cream Dark with SPF
Total Effects Eye CC Cream
Total Effects Instant Smoothing Serum              
Total Effects Eye Transforming Cream
Total Effects Moisturiser + Serum DUO
Total Effects Age Defying Cleansing Milk                         
Total Effects Age Defying Toner                                  
Total Effects Age Defying Face Wash