Olay Regenerist Eye Makeup
The Olay brand has expanded into a range of other products grouped into “boutiques” including Complete, Total Effects, ProX, Regenerist, Regenerist Luminous, Classics, Fresh Effects, Body (North America) and White Radiance (Asia). Olay is the market leader in many countries including the US, UK, and China. Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging” category in mass stores with the launch of Total Effects in 1999. Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink “Oil of Olay” marketed in the US before the P&G acquisition. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are numerous products on the market that are more expensive than Olay.