Olay Total Effects CC Creams

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Olay CC Creams

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 :

Olay CC cream Total Effects 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.

Olay Total Effects Daily Moisturizer + Touch of Max Factor Foundation

– CC Cream Total Effects Tone Correcting Moisturizer with Sunscreen Broad Spectrum SPF 15, available in three shades :

– Fair-to-Light

Olay CC Cream Total Effects Tone Correcting Moisturizer with Sunscreen - Fair to Light

– Light-to-Medium

Olay CC Cream Total Effects Tone Correcting Moisturizer with Sunscreen - Light to Medium

– Medium-to-Deep

Olay CC Cream Total Effects Tone Correcting Moisturizer with Sunscreen - Medium to Deep

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.

Olay Definity to CC Cream

 

Conclusion

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.

[Source]

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