News Release

Wrap Your Skin in New Olay Ribbons Body Wash!

Revolutionary Patented Dual-Stream 'Ribbon' Technology Moisturizes, Cleanses and Protects Skin from Future Dryness

Wednesday, January 11, 2006 8:08 am EST

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"Water disrupts stratum corneum lipid lamellae: Damage is similar to surfactants."

Do you ever wonder how and where dry skin starts? While many factors ranging from climate changes to aging can lead to dry skin, the most overlooked cause of dry skin may be the first place you visit every day: the shower! In fact, 74 percent of women don't realize that prolonged exposure to water in the shower can be drying to the skin and 86 percent of dermatologists indicate that frequent bathing is a source of dry skin. Water can deplete the skin's natural mechanisms for holding in moisture and ultimately lead to dry skin; while cleansers, chlorine and minerals in water can worsen this effect. You can moisturize and protect skin from future dryness with NEW Olay Ribbons Body Wash, which wraps your skin in two times the moisturizers vs. the leading body wash, while providing an exceptionally rich, creamy lather.

Moisturizers, such as petrolatum, can help guard the skin from the drying effects of water by forming a protective layer on the skin, but current technology limits how much moisturizer can be added to a body wash and how much of that moisturizer is actually deposited on the skin. In fact, while many women desire high amounts of lather and moisturization from their cleansing product, most current moisturizing body washes aren't able to provide both benefits. Now, the scientists at P&G Beauty have discovered a new breakthrough patented dual-stream "ribbon" technology that wraps skin in a thick, creamy lather while providing outstanding moisturization benefits -- so there are no tradeoffs. Here's how it works:

  • A Unique Formulation: Olay Ribbons Body Wash includes two separate "ribbons" or phases: a cleansing ribbon and a moisturizing ribbon, which is infused with petrolatum -- the top dermatologist-recommended moisturizing ingredient.
  • Dual-Stream "Ribbon" Technology: A unique patented process fills product bottles with a moisturizing ribbon and a cleansing ribbon that sit side by side but do not interact until they are mixed with water. Mixing Olay Ribbons Body Wash with water activates the cleansing ribbon, which carries the moisturizers from the moisturizing ribbon and allows them to wrap around skin to protect it from future dryness.
  • The Result: Dual-stream "ribbon" technology allows the moisturizing ribbon in Olay Ribbons Body Wash to provide excellent moisturization and a luxurious lather because the cleansing ribbon and moisturizing ribbon can act more independently with better results.

"Prolonged exposure to water can be drying for skin, so it's important to protect the skin from future dryness while in the shower," said Mary Johnson, Olay Principal Scientist with P&G Beauty. "Breakthrough dual-stream 'ribbon' technology allows the moisturizing ribbon in Olay Ribbons Body Wash to wrap skin in more moisturizers than any competitive body wash and help stop dry skin before it starts. At the same time, the cleansing ribbon provides lots of rich, creamy lather that pampers as it cleanses," she added.

With 96 percent of women experiencing dry skin, Olay asked 200 women to try Olay Ribbons Body Wash for 14 days. The women surveyed noticed a significant difference in the look and feel of their skin. In fact:

  • 87 percent noticed their skin looked more beautiful
  • 95 percent noticed their skin felt softer and smoother
  • 84 percent of women said it was the most moisturizing body wash they've ever tried
  • 86 percent of women said it sealed in moisture better than any competitive body wash

When these women stopped using Olay Ribbons Body Wash for two weeks, they found:

  • 86 percent of women missed using the product
  • More than 83 percent of women said that they would never go back to their old body cleansing product

To put Olay Ribbons Body Wash through "torture tests," Dr. Arielle Kauvar, Associate Professor of Dermatology at New York University School of Medicine and Founding Director of New York Laser & Skin Care, conducted studies with Olay Body Wash with Creme Ribbons on ski instructors from the Breckenridge Ski School and on swimmers at Loyola Marymount College. Here's what she found:

  • Sixty ski instructors replaced their normal body cleansing product with Olay Ribbons Body Wash and saw improvement in dryness after just seven days.
  • Half of the fifty two swimmers replaced their normal cleansing product with Olay Ribbons Body Wash while the other half used a beauty bar touted for its mildness in place of their normal cleansing product. After seven days, swimmers using Olay Ribbons Body Wash showed a significant improvement in dry skin vs. the beauty bar users.

"Through our research, we found that even women who put their skin through incredibly harsh skin conditions on a daily basis still noticed significant improvements with dryness after they used Olay Ribbons Body Wash," said Dr. Kauvar. "The women said Olay Ribbons Body Wash provided immediate moisturization benefits that made their skin feel softer and smoother," she added.

Olay developed three different versions of Olay Ribbons Body Wash with varying levels of "ribbon" moisture so women can customize the level of moisturization they desire. Olay Ribbons Body Wash offers up to 50 percent moisturizers, and wraps skin in more moisturizers than any other body wash.

The formulas include:

  • Olay Body Wash plus Lotion Ribbons with Aloe Extract contains 20 percent moisturizers
  • Olay Body Wash plus Crème Ribbons with Almond Oil contains 30 percent moisturizers
  • Olay Body Wash plus Body Butter Ribbons with Jojoba Butter contains 50 percent moisturizers

Available nationwide in January 2006 where Olay products are sold, Olay Ribbons Body Wash will retail for a suggested price $3.99 (10oz.) and $5.99 (18 oz.). For more information visit http://www.olay.com.

About P&G Beauty (NYSE: PG)

P&G Beauty sells more than 130 different brands in over 180 countries worldwide that touch and improve lives daily. P&G Beauty had more than $19 billion in global sales in fiscal year 2004/05, making it one of the world's largest beauty companies. The global leading beauty company at mass, P&G Beauty brands include: Pantene(R), Head and Shoulders(R), Olay(R), Max Factor(R), Cover Girl(R), Gillette(R) Complete Skin Care for Men, Always(R), Joy(R), Hugo Boss(R), Wella(R), Herbal Essences(R), Clairol Nice 'n Easy(R) and SK-II(R). Please visit http://www.pg.com for the latest news and in-depth information about P&G Beauty and its brands.

References for the Drying Effects of Water:

"Water disrupts stratum corneum lipid lamellae: Damage is similar to surfactants." (6 December 1999). Warner, Ronald R.; Boissy, Ying L.; Lilly, North A.; Spears, Marsha J.; McKillop, Kirsten; Marshall, Janet L.; and Stone, Keith J. In Investigative Dermatology.

"The influence of hard water (calcium) and surfactants on irritant contact dermatitis" (1996). Warren, Raphael; Ertel, Keith D.; Bartolo, Robert G.; Levine, Mark J.; Bryant, Paula B; and Wong, Louis F. In Contact Dermatitis.

"Atopic eczema and domestic water hardness." (15 August 1998). MacNally, N.J.; Williams, H.C.; Phillips, D.R.; Smallman-Raynor, M. In The Lancet.

"Effect of soaking and natural moisturizing factor on stratum corneum water-handling properties." (May/June 2003). Visscher, Marty O.; Tolia, Gaurav T.; Wickett, R. Randall; Hoath, Steven B. In The Journal of Cosmetic Science.

Contact:

DeVries Public Relations for Procter & Gamble
Thea DiChiara, 1-212-891-0474
or
Danielle Boniello, 1-212-891-0486

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