Olay Total Effects Dark Circle Minimizing Brush

P&G adds this February 2011 a new Eye care to its Olay Total Effects range : Total Effects Line and Dark Circle Minimizing Brush.

Olay Total Effects Dark Circle Minimizing Brush

Technology / Formula structure :

O/W emulsion based on three surfactants : Seppic Montanov 68 (Cetearyl Glucoside (and) Cetearyl Alcohol) / Croda Span 60 (Sorbitan Stearate) / Croda Myrj S100 (PEG-100 Stearate), helped with Stearic Acid, thickened and stabilized with Seppic Sepinov EMT 10 (Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer).

The oil phase is made of

PPG-15 Stearyl Ether, Isohexadecane, Isopropyl Palmitate, Dimethicone and Dimethiconol.

The formula contains two powders : Akzo Nobel Dry Flo (Aluminum Starch Octenylsuccinate) and Polyethylene.

To obtain a covering and concealing product, the formula contains Titanium Dioxide and Iron Oxides.

Preservatives system :

The formula is protected against microbiological growth by Benzyl Alcohol / Methylparaben / Ethylparaben / Propylparaben, helped with Disodium EDTA.

Active ingredients / Claims :

The formula contains three vitamin derivatives as active ingredients :

– Niacinamide

– Panthenol

– Tocopheryl Acetate

Presented as a “a daily under-eye moisturizer” with a “hint of tint [that] instantly reduces the appearance of dark circles”, the formula, part of Total Effect range, “fights 7 signs of aging” :

– Reduces the appearance of dark circles
– Minimizes the appearance of fine lines and wrinkles
– Massages to instantly reduce the look of puffiness
– Hydrates to firm skin’s appearance
– Renews skin’s texture
– Evens skin tone
– Moisturizes to counteract dryness

While competitors are surfing on the “roll-on” wave initiated by Garnier, Olay investigates brushes for its new Total Effects eye care. This new pack is a brush with a stock delivering the formula right in the brush. Such a pack is equivalent to latest L’Oréal Paris Infallible Brush, or Yves Saint Laurent Touche Eclat.

Conclusion :

The novelty of this product is this positionning between make-up and skincare. Apart from the positionning the galenic technology and the active ingredients are very classical.

Ingredients :




Titanium Dioxide


PPG-15 Stearyl Ether


Isopropyl Palmitate

Sorbitan Stearate

Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer


Aluminum Starch Octenylsuccinate

Benzyl Alcohol


Tocopheryl Acetate





Cetearyl Glucoside

Cetearyl Alcohol

Stearic Acid

Disodium EDTA

PEG-100 Stearate

Iron oxides

Aluminum Starch Octenylsuccinate

By A.B.

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