First-Ever Olay Facial Cleansing Tool Cleanses like the Professional but for Less

Introducing Olay Professional Pro-X Advanced Cleansing System

Cincinnati, December 22, 2010 /PRNewswire/ — Are you looking to take your facial cleansing routine to the next level? If you want daily deep cleansing and gentle exfoliation without the professional price tag, it’s time to turn to the experts at Olay Professional Pro-X. Continuously delivering cutting-edge product innovation to combat the signs of aging, the advanced skin care product line introduces the new Olay Professional Pro-X Advanced Cleansing System, the first at-home facial cleansing tool that cleanses and exfoliates as effectively as a professional cleansing system costing nearly $200*!

Designed by the Olay Professional Alliance for Skin Care Innovation, a group of renowned dermatologists and Olay Scientists, the Olay Professional Pro-X Advanced Cleansing System provides gentle cleansing and exfoliation, removes dry skin cells and promotes cell turnover at a fraction of the cost as compared to a more expensive professional cleansing system. The tool’s micro-massaging action helps maximize the immediate hydrating effectiveness of your anti-aging moisturizer.

“The secret to Olay Professional Pro-X Advanced Cleansing System’s effective cleansing is in the rotating bristles,” says Dr. Greg Hillebrand, P&G Beauty Science. “As the tool’s two-speed brush head spins on skin, individual bristles gently lift and remove dirt and dead skin from the surface, allowing for a clean, gentle rinse.”

PROFESSIONAL PERFORMANCE

According to leading dermatologists, a professional cleansing system helps to gently prepare the skin for the treatments to follow. The Olay Professional Pro-X Advanced Cleansing System was shown to:

  • Prime skin for treatments by thoroughly cleansing
  • Cleanse 6x better than basic cleansing alone to reveal brighter, smoother skin with each use
  • Help maximize the immediate hydrating effectiveness of anti-aging moisturizers
    • In a recent study conducted with 19 women, the Olay Professional Pro-X Wrinkle Smoothing Cream hydrated skin better after one hour when used after the Olay Professional Pro-X Advanced Cleansing System than when used after the cleanser alone.

Women who tested the Olay Professional Pro-X Advanced Cleansing System agree that it performs as well as a more expensive professional cleansing system for exfoliation and cleansing.

“Cleansing is the essential first step in any skin care routine, yet it’s often overlooked,” says Dermatologist Susan H. Weinkle, M.D., Assistant Clinical Professor, University of South Florida and Olay Professional Alliance for Skin Care Innovation member. “Olay Professional Pro-X Advanced Cleansing System effectively and gently polishes away dry skin cells.”

DIRECTIONS FOR USE

Prepare skin each day and night with Olay Professional Pro-X Advanced Cleansing System. To use the Olay Professional Pro-X Advanced Cleansing System, dampen facial skin and brush head lightly with water. Dispense Olay Professional Pro-X Exfoliating Renewal Cleanser in hands and massage over face. Turn on and gently move around the face for approximately 60 seconds, avoiding the eye area. After cleansing is complete, rinse face and device head with water. Olay Professional Pro-X Advanced Cleansing System is lightweight, travel-friendly and water resistant for use in the shower.

For best results, use with the Olay Professional Pro-X Exfoliating Renewal Cleanser, but can also be used with a broad range of Olay facial cleansers for gentle, daily deep cleansing. For optimal performance, protect skin in the morning with Olay Professional Pro-X Age Repair Lotion with SPF 30 and transform skin each night with Olay Professional Pro-X Wrinkle Smoothing Cream.

*System with normal/dry cleanser sold in dermatologists’ offices.

THE SYSTEM

Olay Professional Pro-X Advanced Cleansing System includes:

  • One battery-powered Olay Professional Pro-X Two-Speed Facial Cleansing Brush
  • One replaceable brush head attachment
  • .68 oz. Olay Professional Pro-X Exfoliating Renewal Cleanser
  • Two AA batteries

The Olay Professional Pro-X Advanced Cleansing System Refill Kit includes two replaceable brush head attachments for a suggested retail price of $9.99 wherever Olay products are sold. Olay Professional Pro-X Exfoliating Renewal Cleanser is also available in a 6 oz. full size for a suggested retail price of $18.99. Pricing is at the sole discretion of the retailer.

NEW Olay Professional Pro-X Advanced Cleansing System is available beginning December 2010. Suggested retail price is $29.99. For more information, please visit www.olayprofessional.com.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday. With 8 billion dollar brands and products available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.