Scientific advances are helping women enjoy longer, healthier and more active lives. As a result, women are no longer being defined by their chronological age, but instead by how they act, think and feel.
In a recent global Olay survey, eight out of ten women said they believe chronological age will continue to become less relevant. However, a gender gap still persists: 90% of women in the United States agree that as women age, the way they’re perceived by society changes much more than it does for men.
Tapping into this cultural shift, Olay recently debuted its new Ageless campaign, which seamlessly combines advances in skin science with insights into how women’s perspectives on aging are evolving. The new campaign is igniting conversation on social media, and many loyal Olay users have uploaded their own testimonials and photos to show off their astonishingly youthful looks. To learn more about Olay’s Ageless campaign, visit Olay on Facebook.
Paving the way to looking ageless is Olay’s Multi-Decade and Ethnicity Study, its largest and most comprehensive skin aging study to date. Once complete, it will have analyzed over 20,000 unique genes in more than 300 women of four ethnicities across six decades of life.
The study is being conducted in partnership with leading academic organizations and more than a dozen independent research institutions and companies, including leading personal genetics company 23andMe.
The study identified a unique group of women known as “exceptional skin agers” whose skin’s biological behaviors and gene expression patterns, along with their lifestyle choices, helped them look dramatically younger than their real age. Initial findings shared at this year’s World Congress of Dermatology have received broad coverage for example in The Sunday Times, Marie Claire and Nature magazine.
“Discoveries like this put Olay in the best position to fuel the new ageless era,” says Alex Keith, President of Global Skin & Personal Care at P&G. “Our experts know skin better than anyone else, and we know how to formulate the most effective ingredients into skincare products that deliver real, visible results.”
This industry-leading work is now the subject of a New York Times T-Brand Studio documentary feature, which offers a rare behind-the-scenes look at the Olay skincare labs and the research that goes into existing Olay products like Olay Regenerist Micro-Sculpting Cream, as well as future innovation.
“This ground-breaking work will continue to drive innovation for years to come,” says Dr. Frauke Neuser, Principal Olay Scientist, “and opens the door to developing skincare products that can address different genetic aging patterns.”