This two-part product with a rather exorbitant price tag is Olay’s attempt to create a special identity for their Pro-X products to differentiate them from their Regenerist products. Unfortunately, other than the price, which doesn’t help have any direct impact on your skin, there isn’t much reason to spend more for Pro-X. The two new products included in Pro-X Intensive Firming Treatment aren’t all that different from other products Olay sells, including those from their ultra-pricey department store brand SK-II.
The first part of this routine is the Intensive Treatment Mask, which is nothing more than a piece of cloth (you get five in this set) that’s designed to fit over the entire face. The cloth is pre-cut so it doesn’t cover your eyes, nostrils, or mouth. Steeped into the cloth is a blend of several intriguing ingredients for skin, including niacinamide, caffeine, hyaluronic acid, and a peptide. The formula is similar to, but less expensive (and better) than, any of the SK-II cloth masks. Once you place the mask over your face, you’re directed to leave it on for 10 minutes, then remove it and smooth any remaining product into your skin. Although the formula is impressive, the mask delivery system is a silly gimmick, because you could just massage the gel liquid into your skin in the first place. You don’t need to steep these ingredients in a mask to obtain their benefit, and ideally they should be left on skin for hours, not minutes.
After the mask, you’re then supposed to apply the Skin Tightening Serum (0.5 ounce). This water-based, thin-textured, fragrance-free serum contains a high amount of the cell-communicating ingredient niacinamide, just as most Olay serums do. Peptides and some antioxidants also are included, along with a film-forming agent that can make skin feel temporarily tighter, which is strictly a cosmetic effect.
Overall, these two formulas are good, but you can get similar results from less expensive Olay products or from other well-formulated or better-formulated lightweight moisturizers that are less complicated to apply.
A mask and serum treatment regimen that helps increase skin’s natural fullness for firmer skin. Each intensive treatment mask contains as much moisturizer as a full size bottle. The mask is made of a flexible material that stretches to fit the unique contours of your face. It delivers volume-boosting hydration to improve skin’s elasticity. After 5 days, your skin looks significantly younger. Skin tightening serum immediately tightens skin and reduces the look of expression lines.
Intensive Treatment Mask:
Water, Glycerin, Niacinamide, Pentylene Glycol, Dimethicone, Caffeine, Polymethylsilsesquioxane, Tocopheryl Acetate, Panthenol, Hyaluronic Acid, Palmitoyl Pentapeptide-4, Dimethiconol, Sodium Polyacrylate, PEG-4 Laurate, PEG-4 Dilaurate, PEG-100 Stearate, PEG-4, Iodopropynyl Butylcarbamate, Ethylhexyl Stearate, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Disodium EDTA, Polysorbate 20, Trideceth-6, Benzyl Alcohol, Triethanolamine, Methylparaben
Skin Tightening Serum:
Water, Niacinamide, Glycerin, Pentylene Glycol, Caffeine, Polyethylene, Polyimide-1, Dimethicone, Sodium Polyacrylate, Tocopheryl Acetate, Panthenol, Dill Extract, Palmitoyl Dipeptide-7, Palmitoyl Pentapeptide-4, Dimethiconol, Laureth-4, Trideceth-6, PEG-4 Laurate, PEG-4 Dilaurate, PEG-100 Stearate, PEG-4, Iodopropynyl Butylcarbamate, Decyl Glucoside, Xanthan Gum, Ethylhexyl Stearate, Benzyl Alcohol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Disodium EDTA, Methylparaben, Lactic Acid, Butylene Glycol, Triethanolamine
Olay offers a fairly large selection of skin-care products sold at drugstores and mass-market stores. Although Olay's products are not as diversified as Neutrogena's or as attractive as L'Oreal's, Olay has come a long way from its star product being a soft pink lotion designed to make skin younger (yet it was and is just a badly formulated product that was out of date almost from the moment it was launched). Today's Olay lineup for those concerned about staving off the effects of aging skin is impressive, comprising their Regenerist, and Total Effects lines. All of these (and several other Olay products) contain the B vitamin niacinamide. As you might expect, the claims made for it are inflated, but, as explained in the various reviews below, niacinamide is a very helpful ingredient for all skin types, capable of exerting multiple benefits. It isn't the best ingredient out there (no single ingredient has that title yet, and it's unlikely that just one ever will be) and as such doesn't deserve the prominence Olay gives it (a bit of variety would have been far better, such as a mix of antioxidants and skin-identical ingredients).
Olay's sales are expected to reach $4 billion annually in the next few years, and given their global presence in stores and constant advertising in magazines and on television, that's not surprising. Much of this advertising is focused on their best products, which is attention well deserved. Just to give you an idea of the expenditure involved for these ubiquitous ads, Olay spent over $50 million to promote Regenerist in 2003. The good news is that each new range of Olay products generally improves on what came before it, offering results that, while not as impressive as the claims, are noticeable in the mirror.
For its ongoing commitment to understanding consumers and formulating products that, while not perfect, definitely offer more proof than puffery, Olay deserves consideration by any savvy skin-care shopper. And it also deserves mention that Olay is one of the few lines in this book whose entire collection of products with sunscreens provides sufficient UVA protection! (Sources for the financial figures above: The Rose Sheet, July 10, 2006, page 5; September 11, 2006, page 4; and January 1, 2007, page 5).
Olay began 2009 with the launch of Pro-X, their most expensive products to date. Not only are these products considerably more expensive than any others from Olay, the packaging, color scheme, advertising campaign, and claims have all been turned up to "max" on the cosmetics marketing dial. The amount of hype and budget thrown at these products easily explains why our Beautypedia product request e-mail inbox has been inundated with requests for me to review these products!
Whenever something this sleek-looking and pricey debuts in the mass market, lots of consumers wonder whether the extra expense is worth it. They also want to know if Olay's "Professional" designation makes these products a cut above the numerous other products they sell, including those with similar claims.
It turns out we had the same question after surveying the ingredient lists for all of the Pro-X products: How are they different from those available in Olay's Total Effects and Regenerist? Supposedly, all of those other sub-brands also have the answer to improving the telltale signs of aging, from dryness and wrinkles to loss of luminosity and unwanted discolorations. In fact, the claims on the label of these three lines are virtually identical.
It is clear from the get go that there are far more similarities than differences among Definity, Regenerist and Pro-X. All of them contain niacinamide, the B vitamin that has almost single-handedly re-energized Olay as a formidable skin-care brand. One of the Pro-X products contains acetyl glucosamine, just like several from Definity, and many Pro-X products contain peptides, just as Regenerist products do. Why should someone consider Pro-X over those other lines?
Interestingly, the folks we spoke with at Procter & Gamble didn't have a clear answer either, which isn't surprising, at least not from a formula superiority standpoint. Rather, their explanation was all about a marketing decision. This "cosmeceutical" –oriented line is supposed to give women who think that a line that looks medical must be better even if it's available at the drugstore. Pro-X was also designed to appeal to women who typically seek professional skin-care products, meaning those that are sold or recommended by a dermatologist or cosmetic surgeon.
Of course there is no standardized definition for "professional skin care" and "cosmeceutical" is a bogus term. The dermatologists who consulted Olay about these new products are well-respected, but the formulas still come up short in terms of a cocktail of antioxidants and skin-identical ingredients that can repair damaged skin. As it turns out, despite the Alliance for Skin Care Innovation that Olay speaks of in their promotional materials for Pro-X, its creation had more to do with marketing than with bringing anything new to the cosmetics table.
Don't get me wrong: the Pro-X products have some commendable attributes and certainly offer multiple benefits for aging skin, but the truth is they're not different enough from Olay Regenerist or Definity products to warrant the higher price.
Pro-X's packaging is indeed sexier, the claims are more enticing, and the prices speak to a high-end consumer, but, to borrow a popular catchphrase from the 1980s, we were left wondering "Where's the beef?" The beef, as it were, is merely Olay creating products whose differences are much stronger from a marketing standpoint than from a formulary standpoint. That's not breakthrough news for your skin, and it's a fact that anyone considering Pro-X should know that other Olay products offer comparable benefits for less money. The only significant difference between Pro-X and Olay's other sub-brands is that Pro-X is fragrance-free; that's great, but you would think that leaving out an ingredient as opposed to adding one would lead to a price decrease rather than an increase. It's up to you if that point is enough to make the higher prices worthwhile.
For more information about Olay, owned by Procter & Gamble, call (800) 285-5170 or visit www.olay.com.