Olay enlists twins for before-and-after skin care challenge

CINCINNATI — Procter & Gamble’s Olay skin care brand has hosted the ultimate before-and-after skin care challenge to help answer the age-old debate: is beautiful skin genetic, or is there more to it?

In search of the answer, Olay enlisted genetically identical twins, each showing signs of facial fine lines and wrinkles or discoloration. 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, the company stated.

To demonstrate that people have more control than their genetic destiny, Olay invited 21 sets of identical female twins ages 20 years to 53 years 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 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 level.

According to the company, 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 7-out-of-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.

“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,” stated Joe Arcuri, VP North America beauty care for Procter & Gamble.

The centerpiece of the 360° marketing campaign is an online experience at 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 efforts.

ProX by Olay was designed by the ProX Global Dermatologist Alliance, a group of 12 dermatologists who work in partnership with 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.

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 where Olay products are sold for a suggested retail price of $39.99 to $44.99 per regimen starter kit. Full-size treatments are available for a suggested retail price of $29.99 to $35.99 each.