EXCLUSIVE: Olay’s New Water-activated Cleansing Melts Want to Be the Next Big Thing in Cleansers
The fruit of a 10-year formulation process and more than 50 patents, Olay’s newest launch aims to exalt the cleansing category by addressing its most common consumer pain points.
The skin care brand has unveiled Cleansing Melts, which are water-activated, dissolving cleansing squares that come in three ingredient varieties — hyaluronic acid, vitamin C and retinol — and retail for $9.99 for a 32-count pack.
More from WWD
Tanger Reports Healthy Q1 and Growth With Victoria's Secret, Warby Parker, Ulta, Others
With a Giant Seashell, Zimmermann's Pop-up at Le Bon Marché Brings the Beach to Paris
Featuring eight ingredients, each square is comprised of miles of thread, which completely dissolve and form a cleansing lather within three seconds of exposure to water. “Our scientists knew they wanted to have ingredients that effectively cleanse but, when in a dry format, are stable until ready for use,” said Dr. Rolanda Wilkerson, senior scientific communications director and fellow, global skin care at P&G Beauty.
In addition to ensuring formula stability, the brand sought to ensure the melts would be suitable for consumers of all skin types. “We found that multicultural — really African American — consumers had the highest standard for cleansing, because they produce three times the amount of sebum of other consumers, which usually manifests in the three o’clock shine,” said Stephanie Headley, senior vice president, global Olay and skin care, P&G Beauty.
The intent is to “effectively clean the skin, while not drying the skin out,” said Wilkerson, adding the product was tested among a racially diverse group of 1,100 women prelaunch.
“It provides a clean that’s not harsh, and that’s not sending people into this cycle of dissatisfaction that we know consumers are experiencing from their cleansing product, which can be a chore for them because they’re not getting the deep clean they want with a gentle product, but then a gentle product isn’t providing that long-lasting good skin feel,” she continued.
Though neither Headley nor Wilkerson commented on sales expectations for the launch, industry sources estimate the Cleansing Melts could do around $50 million in first-year retail sales.
“They clean, tone and refresh for a powerful three-in-one packed into one little square,” Headley said.
The launch follows that of Olay’s Super Serum last August, which taps niacinamide, vitamin C and peptides to hydrate and improve skin texture — the response to which Headley said “has been overwhelmingly positive.”
“I want to double down with our Super Serum — we’re just getting started — and in launching the Olay Cleansing Melts, hopefully we’re going to take the world by storm and change the [cleansing] game.”
Best of WWD
