Aquacurrent Science Fact Sheet
Media Contact:
DeVries Public Relations
Courtney McGeever
212.891.0216
cmcgeever@devries-pr.com
P&G Beauty Aquacurrent Science
Product Portfolio Fact Sheet
Aquacurrent Science is a new approach to moisturization that uses an expanded portfolio of knowledge and measurements to guide optimization of moisture movement within skin and hair to deliver the ultimate beauty end benefit, be it shiny hair or radiant skin. This approach represents a shift from the traditional knowledge of moisturization - with focus just on the "locking-in" of moisture. Products informed by Aquacurrent Science offer formulations that work with the natural properties of water to help control the movement of moisture everywhere it's needed for optimal beauty benefits. Aquacurrent Science is being applied across the CoverGirl®, Olay®, Pantene® and Secret® brands.
Product(s) |
Benefits |
CoverGirl
- AquaSmooth Compact Make-up
- Smoothers All Day Hydrating Make-up
- Smoothers Concealer
- Smoothers Tinted Moisturizer
- Smoothers Pressed Powder
|
- CoverGirl products utilizing Aquacurrent Science achieve a moisture balance while helping to cover imperfections and even out skin tone
- AquaSmooth Compact Make-up's solid-emulsion formula with niacinamide, has been shown to help increase water concentration in the top layer of skin
- Occlusives in the formula specifically impede water loss by forming a barrier at the skin surface and increasing water content by blocking evaporation
- CoverGirl Smoothers All Day Hydrating Make-up is a liquid make-up that contains a unique combination of ingredients - humectants, occlusives and emollients - that make up nearly half of the formula to provide prolonged and immediate skin hydration benefits
- Humectants readily attract water from an area of higher concentration by ionically bonding water molecules, moving moisture to actively improve the condition of the skin
- Suggested retail price: $5.30-$8.50
|
Olay
- Regenerist Deep Hydrating Mousse Cleanser
- Olay Ribbons Body Wash
- Quench Deep Moisture Body Lotion & Mousse
- Regenerist Reversal Foaming Moisturizer
Secret
- Secret Flawless Touch with Olay
|
- Olay formulas with Aquacurrent Science improve skin's natural moisture barrier to result in hydration deep within the skin for the best possible result
- Olay Ribbons Body Wash includes two separate "ribbons" or phases: a cleansing ribbon and a moisturizing ribbon, which is infused with petrolatum to wrap the skin in moisture
- Olay mousse and foaming delivery system use Air Infusion Technology that allows moisture to absorb quickly and spread easily
- Olay suggested retail price: $5.99-$24.99
- Secret Flawless Touch with Olay includes Petrolatum, another key moisturizing ingredient, to help channel enrichments where they are needed most
|
Pantene
- Pro-V Beautiful Lengths Shampoo and Conditioner System
|
- The Pantene Beautiful Lengths system helps control the rate at which moisture moves in and out of the hair and helps prevent breakage from styling
- The wet conditioning ingredients are the polymers and silicones, which create a smoother surface to reduce the frictional forces between hairs (vs. non-conditioning shampoo)
- The conditioner contains a special surfactant, BT-MAC, which works with the fatty alcohol in the product to help provide dry conditioning
- Suggested retail price: $3.99
|
The complete Aquacurrent Science portfolio of products will be available in August of 2008 at food, drug and mass retailers nationwide. Additional information on the application of Aquacurrent Science across CoverGirl, Olay, Pantene and Secret, manufacturer's suggested pricing and individual product information are available upon request.
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