As a good marketer, the giant P&G does not want to miss the next big trend in skincare : after the BB creams, here is the time of CC creams. P&G is launching in October 2012 in US Olay CC Creams under its Total Effects range.
An article from Vogue helps to understand what marketers have imagined behind “BB Cream” and “CC Cream” concepts : BB stands for “Blemish Balm” or “Beauty Balm”, while CC stands for “Color Correcting”. Both are tinted cream, hybrid between skincare and makeup. However, CC Creams are said to differ from BB Creams with a lighter-weight, and a higher broad-spectrum SPFs. They are said to brighten complexion and help to solve pigmentation issues.
Two products are available :
– CC Cream Total Effect Daily Moisturizer + Touch of Foundation :
Included in the Olay CC Creams group, this product actually existed for several years in Total Effect range under the same name. In UK, an similar concept has been launched under the name “Total Effect Daily Moisturizer + Touch of MaxFactor Foundation”, but this one is claimed to be “the original BB cream from Olay Total Effects”… Another example of an opportunistic revamping in the Olay range.
– CC Cream Total Effects Tone Correcting Moisturizer with Sunscreen Broad Spectrum SPF 15, available in three shades :
These Tone Correcting Moisturizers were initially launched under the Olay Definity range. In 2012, Definity has merged with Olay Total Effects. And this October 2012, these formulas are revamped under a “CC Cream” claim.
Regarding how these products are integrated under the new concept of “CC Cream”, this revamp is clearly an marketing and opportunistic communication from Olay, with any technical innovation.