Younger Every Year

In Part 1 we explained how Olay’s Definity is based on real science that, at least theoretically, can reduce dark age spots and make skin look more luminous.
In Part 2 we examine the different products in the Definity line. There are six altogether: Definity Foaming Moisturizer, Foaming moisturizer with UV absorber, Correcting Protective Lotion (or is that Protecting Corrective Lotion?); Intense Hydrating cream; Illuminating Cream Cleanser; and Pore Redefining Scrub.
Why six products? Is it because P&G is satanically trying to remind you of 666, the mark of the beast? Oh wait, that’s a myth; we already proved that P&G isn’t run by Satanists. So there must be another reason that they’d offer six different products. Actually we can think of three reasons and they all boil down to trying to catch the attention of you, the Shopper:
1. Providing Solutions To Multiple Skin Care Problems
Four of the products are moisturizers; two of those contain a UV absorber. The other two products are cleaners. By offering different benefits across their product line, they appeal to women seeking solutions to different skin care problems.
2. Offering Similar Benefits in Different Formats
Maybe you like to put on a heavier moisturizer at night, so you use the Intensive Cream. I like to use a lighter product in the morning so I buy the Foaming Moisturizer. By offering similar products in different formats, they appeal to a broader audience.
3. Creating A Stronger Shelf Presence
Let’s face it, cosmetic companies are in business to sell products. To sell products they have to make them available to consumers, which means getting their products onto store shelves. And the more products on shelf, the easier it is for consumers to find them. This is a strategy known as “brand blocking.” Companies put as many of their products together on shelf as possible to create a more impactful impression. So one of the reasons there are six different Definity products is that it makes good business sense.
Ok, to be fair to Olay, they don’t say that you have to use all six products. They recommend using a cleanser, a moisturizer and a sunscreen moisturizer. But wait. That means you’re using two moisturizers. One of which Protects and Corrects and the other Perfects and Deflects. Or is that Detects and Reflects? Connects and Rejects? Arrrrrh!This is confusing!
The Brains Bottom Line:
Let’s keep it simple: if you’re curious, pick a Definity moisturizer and cleanser that you like and give them a try. If you don’t notice a difference after a few weeks, don’t buy them again. Whew!
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