Pro-X Skin Tightening Serum (Discontinued)

by Olay  Pro-X
Price:
$29.99 - 1 fl. oz.
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Category:
Skin Care > Serums > Serums
Last Updated:
6/30/2014
Jar Packaging:
No
Tested On Animals:
Yes

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.

The formula includes dill extract, and there’s one study indicating that at least on human skin samples and on "dermal equivalents" (which is not the same as intact human skin), dill extract has a strong promotional effect on elastogenesis. Elastogenesis is a fancy way of saying elastin synthesis. Healthy elastin is one of the chief components of youthful skin, responsible for its tightness and its ability to bounce back when manipulated. The study demonstrated that dill stimulates key enzymes in skin that trigger elastin production, although no mention was made of dill being able to repair damaged elastin. All we know is that dill seems to have this effect on isolated skin cells responsible for elastin production (Sources: www.naturaldatabase.com; and Experimental Dermatology, August 2006, pages 574-581). In that sense, it's entirely possible that it won't work to provide the results consumers with sagging skin are hoping for (not to mention that elastin damage is only one part of why skin sags as we age). So, dill isn't a slam-dunk anti-aging ingredient, and one in vitro study isn't much to go on, but at least there's a remote reason to include it in the product, which is more than most cosmetics companies can show for the ingredients they often include.

Skin Tightening Serum immediately tightens skin and reduces the look of expression lines. Then, this unique formula hydrates to help increase skin's natural fullness for firmer skin.

Water, Niacinamide, Glycerin, Pentylene Glycol, Caffeine, Polyethylene, Polyimide-1, Dimethicone, Sodium Polyacrylate, Tocopheryl Acetate, Panthenol, Peucedanum Graveolens Extract (Dill), 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.

Member Comments

Summary of Member Comments

  1. How would you rate the results? (4 = Best)

    2 / 4 Average
  2. Was this product a good value? (4 = Best)

    2 / 4 Average
  3. Would you recommend this product? (4 = Best)

    2 / 4 Average
Page of 1
  1. Scott B.
    Reviewed on Friday, March 29, 2013
    • Recommend
      2 / 4
    • Value
      2 / 4
    • Results
      2 / 4
    Forgot Something!
    • I failed to mention that Target was the only store that reflected the lower price on the ProX line. CVS and Walgreens still had the higher prices, right along with the.higher priced Regenerist AND Total Effects stuff (and why still the Tot E line? Isn't supposed to fight the same signs of aging? And it all costs the same). All so very confusing!

  2. Scott B.
    Reviewed on Friday, March 29, 2013
    • Value
      3 / 4
    • Results
      2 / 4
    • Recommend
      2 / 4
    Not that much more $ than Regenerist!
    • Starting around September last year, Olay jacked up the prices on every single Regenerist product by at least $5.00, if not more. I live in central Ohio, and pretty much every serum, cream, etc. was at least $36.00 and up. What was really odd is they lowered the prices on most of the ProX stuff, so it was mostly within $5.00 to $7.00 of the Regenerist. Guess which line I bought? Unfortunately, the results weren't that great. Some line improvement, and my Mom loved the eye cream

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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