NEW YORK--(BUSINESS WIRE)--We’re living in an era when scientific advances are helping women enjoy longer, healthier, more active lives, and bringing the ability to look ageless within reach. As a result, women are no longer being defined by their chronological age, but instead by how they act, think and feel.
According to a recent Olay global survey, eight out of ten women worldwide believe chronological age will continue to become less relevant. Done in partnership with Survey.com and reaching 6,800 women in 11 countries, the study was designed to capture how women’s attitudes on aging have evolved and ultimately reinforced that women are less limited by what is considered “age appropriate.”
- The majority of US respondents (66%) report that over the last five to ten years, women look better than ever, and it’s difficult to tell a woman’s true age
- Three-quarters of US women believe that a combination of genetics and lifestyle influences the way their skin ages most
- Another three quarters agree that physical appearance is more likely to give away a woman’s age than the way she behaves, and the majority of women surveyed indicated that the best compliment they could receive is “I would have never guessed your age”
However a gender gap still persists.
- 90% of women in the United States agree that as women age, the way they are perceived by society changes much more than it does for men.
- But despite this gender disparity, US women report that society’s views on aging are headed in the right direction, with two-thirds (66%) saying age is less relevant now than it was for their mothers and 78% saying they feel more confident than they did 10 years ago
Paving the way to looking ageless is innovative research like Olay’s Multi-Decade and Ethnicity Study, the largest and most comprehensive genomic and skin aging study to date, which analysed the expression of 20,000 unique genes from more than 300 women of four ethnicities, across six decades of life. Conducted in partnership with more than a dozen independent research institutions and companies, including leading biotechnology firm 23andMe, the study findings uncovered specific “aging tipping points” by decade, and 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. “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.”
“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 Procter & Gamble. “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 the subject of a New York Times T Brand Studio documentary feature, premiering today, which offers a rare, behind-the-scenes look at the Olay skincare labs and the best-in-class research that goes into Olay products, like the 8.8 million jars of Olay Regenerist Micro-Sculpting Cream sold each year.
Olay’s new Ageless advertising campaign debuted recently, seamlessly combining advances in skin science with insights into how women’s perspectives on aging are evolving. The campaign is igniting conversation on social media, topping the AdAge Top Ten Viral Video list. “We get so many testimonials and photos from longtime Olay users who look astonishingly young,” says Keith. “With this new campaign, we’re tapping into the ‘ultimate beauty victory’ - for a woman’s skin to never give away her true age.”
To learn more about the Olay Ageless campaign, visit Olay on Facebook.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
