Key takeaways on Olay’s new aesthetics-inspired range
- Olay has launched a five‑product Regenerist Treatments range inspired by in‑office aesthetic procedures.
- All products feature the brand’s new Hexa‑Repair Peptide™ Complex.
- The line targets wrinkles, firmness, texture and volume loss using non‑invasive, clinically backed formulations.
- The launch reflects a growing industry trend for products modelled on cosmetic procedures.
- The range is positioned for mass‑market accessibility.
Procter & Gamble’s heritage mass‑market skincare brand Olay has launched its new Regenerist Treatments range, designed to recreate the effects and results of in‑office skin procedures without the downtime or expense of a professional treatment.
According to Olay, the five‑product line‑up of targeted, non‑invasive, anti‑ageing skincare treatments was created to “visibly address wrinkles, firmness, texture and volume loss without invasive procedures.”
All of the products feature the brand’s advanced Hexa‑Repair Peptide™ Complex – a proprietary blend of Triple Collagen Peptide and Argireline Peptide developed to help improve the appearance of wrinkles, support the skin’s natural collagen and address visible volume loss.
Olay said the R&D was backed by more than 1,000 clinical and consumer studies, including over 50 years of peptide research. The treatments were designed to help skin behave more like that of people who have exceptionally young‑looking skin for their age by supporting cellular bonds and visibly repairing at the skin’s surface.
“As skin ages, the bonds between surface cells weaken and collagen production naturally declines, which contributes to visible lines, sagging and changes in texture,” said Dr Rolanda Wilkerson, Principal Scientist at Olay. “With the Regenerist Treatments, we focused on how targeted skin care can help reinforce skin structure and visibly improve these signs of aging – using advanced peptides and proven ingredients instead of invasive procedures.”
Five targeted treatments addressing wrinkles, texture and volume loss
The range includes a Face & Neck Lifting Treatment, which features a cooling massage roller and is formulated with Pro‑NAD+ (niacinamide), alongside Olay’s Hexa‑Repair Peptide – which appears in every formulation.
The other products in the range are: the Eye Wrinkle Correcting Treatment, which has a cooling metal applicator and includes the naturally derived retinol alternative bakuchiol; the Wrinkle Correcting Treatment Serum, formulated with Pro‑Retinol – a stable retinoid complex; the Resurfacing Peel Night Treatment, an overnight AHA peel formulated with lactic acid; and the Lip Plumping Treatment, which also features shea butter and coconut oil. After one use, 83% of women who tested the product reported fuller‑looking lips.
Products are priced at around $34.99 per treatment, while the Lip Plumping Treatment, an Amazon‑exclusive, is priced at $24.99.
Launch aligns with rising demand for aesthetic‑inspired skincare
This launch appears to be part of a broader trend for cosmetics that are inspired by aesthetic treatment procedures.
CosmeticsDesign‑Europe previously spoke to Mintel Consulting’s Vivienne Rudd on this topic. Rudd noted how younger consumers’ growing acceptance of cosmetic surgery and tweakments was driving an “evolution in the skin care landscape.”
“Rather than simply refer to these treatments via product names and broad‑brush claims, skin care companies are now creating products that are directly inspired by the ingredients and effects of headline‑grabbing procedures,” said Rudd.
One example she gave was products inspired by the popular Rejuran Healer procedure in Asia‑Pacific, which uses fragments of DNA called PDRN to promote skin healing and rejuvenation.
“There is a trademarked Rejuran Healer Triple Radiance Ampoule which is designed to improve tone, texture and radiance thanks to DOT c‑PDRN. There are also a small but growing number of Korean brands that are also using PDRN to promote these protective and responsive benefits for the skin,” she shared.