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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Olay: Procter & Gamble Beauty will launch a series of new Olay skin-care products in July, including two facial cleansers and three anti-aging products, firm says. Pore Refining Mousse Cleanser and Daily Foaming Mud Cleanser, which retail for $6.99 apiece, are designed to deeply cleanse and detoxify skin without over-drying. Mature skin will benefit from Total Effects Mature Skin Therapy, which is formulated with an advanced moisturizing formula and an exclusive anti-aging vitamin complex to "meet the rapidly changing skin care needs caused by declining hormone levels," P&G adds. Price is to be determined. The lineup also includes Olay Definity Eye Illuminator ($25.99), an intensive anti-aging eye product formulated with Olay's proprietary essential glucosamine complex to improve the tone and texture of skin around eyes, and Olay Regenerist Micro-Sculpting Cream ($24.99), which contains an exclusive amino-peptide complex to regenerate volume, smooth skin and restore elasticity across surface cells. Items will be available at mass retailers nationwide...
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