Kiwi Women Snap Up Super Cream

Press Release: October 6, 2009. Auckland, New Zealand

Kiwi Women Snap Up Super Cream

Eager Kiwi women wanting to stop the clock have been stockpiling units of the latest anti-ageing wonder cream to ensure they don’t miss out after the product sold out in its first week!

Dubbed the American Dream Cream, Olay Regenerist Micro-Sculpting Cream caused a stir when in launched internationally with one product sold every minute in both the United States and Britain*.

In the United Kingdom an online waiting list was set up to cater to the 20,000 consumers wanting to be the first to purchase the hotly anticipated anti-ageing cream.

Now Kiwi women are snapping up the product with more than 1,400 units sold in its first week of distribution at Farmers stores.

Farmers beauty merchandise controller Mark Prusher says the sales success is unprecedented given the short time frame.

Prusher says flagship stores in Albany, St Lukes, Botany, Lambton Quay and Queensgate all sold-out completely when the luxury cream first hit shelves.

Some customers have even been in and multi-purchased the product, which rarely ever happens, he says.

Those eager to purchase the cream can now do so with two further shipments of stock having arrived in stores to keep up with the demand.

Independent tests showed the cream, which contains the highest level of amino-peptide complex**, was proven to out-moisturise the world’s most expensive creams, even those valued at $350***.

Top New Zealand appearance medicine expert, Dr Garsing Wong who trialled the product on his clients says he was impressed with its texture and active ingredients, specifically the pentapeptides.

“I asked my patients their opinion of the Olay Regenerist Microsculpting Cream and all commented on the luxurious feel of the cream and welcomed its affordability,” he says.

An anti-ageing facial moisturiser which targets the three hardest to treat areas - the eye, jaw line and neck - Olay Regenerist Micro-Sculpting Cream helps visibly firm the skin, reduce the appearance of fine lines and wrinkles and helps restore elasticity and suppleness.

Olay also worked with leading UK celebrity facialist Anastasia Achilleos, whose clients are said to include Kate Moss, Cameron Diaz and Gwyneth Paltrow, to develop a luxury facial with the cream focusing on the three key points – the eye contour area, the jaw-line and the neck. The massage is not only relaxing but helps to stimulate circulation.

Closer to home the Olay Regenerist Micro-Sculpting Cream is also winning rave reviews from renowned Kiwi beauty expert Samala Robinson. The former head of TV3 make-up and styling for ten years, Robinson says that she couldn’t wait to get her hands on the product when she heard about the amazing success it has had overseas.

“It’s an essential item in my make-up kit because it is tremendously hydrating – perfect for prepping skin before putting on make-up,” says Robinson. “It also helps to smooth out wrinkles and tightens skin on the face and neck. I’m not surprised about the early success it has had since it launched here.”

The popularity of the product in New Zealand continues the trend of unparalleled international hype for the cream says Procter & Gamble PR Manager Jolie Egan. “The worldwide success of Regenerist Micro-Sculpting Cream has been phenomenal,” says Egan. “We’re excited that Kiwi woman can now also experience the fantastic benefits that this product has to offer.”

Olay Regenerist Micro-Sculpting Cream is available in Farmers stores nationwide. (RRP $49.99)

-Ends-

Notes to editors:
* Average sales per minute. P&G calculation based in part on volume sales and share data reported by The Nielsen Company through its Retail Scantrack Services in the US market to which P&G subscribes for the Facial Skin Care category for 3 weeks ending August 2, 2008

** The Regenerist Micro-Sculpting Cream formula offers outstanding anti-ageing efficacy, combining Olay’s highest level of amino-peptide complex with super hydrating power. The levels of the amino-peptide formula in Regenerist Micro-Sculpting Cream have been enhanced to help deliver outstanding anti-ageing benefits with Olay’s combination of penta-peptides and vitamins working to deliver an improved appearance to skin. The amino-peptide complex and moisturising ingredients work together to leave the skin’s appearance with a progressive and visible firmness that’s noticeable even in areas prone to sagging – around the eyes, jaw-line and neck.

*** Based on US Good Housekeeping Research Institute test of several $100+ face creams, 2007. Regenerist Micro-Sculpting Cream was blind trialed against other prestige face creams that were priced up to $350 and outperformed them all. Testing assessed hydration levels and length. Product values cited are USD.

Biography
Samala Robinson is the Director of the Samala Robinson Makeup Academy. Samala’s credits include work for all New Zealand’s major fashion magazines, runway shows and advertising campaigns.
Samala was head of TV3 make-up and styling for ten years where she relished the challenge of keeping the channel’s team of presenters at the forefront of beauty and presentation trends.
While the Samala Robinson Makeup Academy is set up with specialist tutors to produce make-up artists with a broad base of skills, Samala’s first love is fashion. She is committed to the academy’s innovative courses producing make-up artists with the best possible fashion skills.

Dr Garsing Wong: MBChB, BHB, Dip.Comm.Em.Med. Advanced Cert PP Radiochemistry, FAMPA, MRNZCGP, Fellow of the New Zealand College of Appearance Medicine.

Present Positions: Scientific Committee Member of the New Zealand College of Appearance Medicine, Executive Member and Former Chairman of the Accident and Medical Practitioners Association, Member of the Primary Care Advisory Group - Ministry of Social Development New Zealand, Member of the Royal College of General Practitioners, Professional Member of the International Association for Organotherapy and StemCell Transplantation, Switzerland. Laser Training Course, University of Queensland 2005. General Medical Council (UK) and New Zealand Medical Council Registration, Fellow of the New Zealand College of Appearance Medicine.

About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , 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.

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