Procter & Gamble’s Olay creates Super Serum with new “supercharged” niacinamide

08 Aug 2023 --- Olay has released its new Super Serum formulated with low-pH activated niacinamide for skin tone and texture improvements.

Olay labels the new form of niacinamide a “supercharged” power skin care ingredient. The skin care brand claims its activated niacinamide provides faster results and long-lasting benefits, delivering two months of visible skin improvement in two weeks as compared to the ingredient in its typical form.

Other ingredients formulated in the serum include vitamin C, collagen peptide, vitamin E, AHA and lactic acid. Many of these skin care ingredients have hydrating properties.

The global market for hydrating skin care products has witnessed significant growth, with an average annual growth rate of 4% between 2018-2022, according to market researcher Innova Market Insights. This surge in demand can be attributed to consumers’ increasing focus on effective moisturization and hydration.

Developing ingredients
Olay’s R&D team developed the serum with scientists based in the US and Singapore.

The skin care company highlights that the discovery that led to the activated niacinamide occurred a decade ago. In 2013, skin scientists identified a potential active that disappeared in a test solution. In 2017, research revealed that the active ingredient broke down into a more effective, low-pH-activated niacinamide.

Olay creates a new Super Serum for improved skin appearance (Image credit: Olay).To test the activated niacinamide on the skin, the Olay team developed a method to measure the irregularity of the skin.

The Olay researchers conducted a clinical study over two months that used 3-D Visia imaging technology which uses cross-polarized lighting and UV light to take a digital photograph of the skin.

Two hundred women of diverse ethnicities and skin tones participated in the study. Officials report the process led to a new measurement dubbed “chaosity.”

According to Olay, the trial results in “improvement in the skin’s chaosity when incorporating Super Serum in the skin’s routine.”

The serum applies to the skin as a soft pink iridescent color and turns clear to indicate that the product has fully absorbed into the skin.

Skin hydration technology
In other recent advancements in hydrating skin care, Charlotte Tilbury unveiled an oxygenating rescue essence with the endearing name Charlotte’s Magic Hydrator Mist, designed to be part of the skin care routine. The mist provides an immediate hydration boost with the rejuvenation properties of an oxygen facial and gives an instant “dewy” glow.

The niacinamide brightens the complexion, reducing the appearance of pores, fine lines, wrinkles and uneven skin tone while locking in moisture.

Last week, Nikko Chemicals released Nikkol Lecinol MFL, which can reinforce the skin’s barrier function by encouraging ceramide production. The ingredient contains high levels of lysophosphatidic acid, a lysolecithin that is efficient on epidermal cells.

By Sabine Waldeck

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