Insurance policies – from homes to humans – span an array of risks to protect against loss.

But what about ironclad protection for the body’s largest organ?

For Procter & Gamble-owned skincare brand Olay, skin is a “most valuable and visible asset” worth protecting, too. That’s why, on Tuesday, April 21, the brand opened a temporary “Skinsurance Office” in midtown Manhattan to display Olay’s Super Collection – a four-product system aimed to “future-proof” skin, said the brand.

Body Care Coverage Plan

Olay’s “comprehensive body care coverage plan” includes:

Super Serum body wash, formulated with niacinamide, beta hydroxy acid (BHA), collagen peptide and vitamins C and E;

body lotion, formulated with niacinamide, alpha hydroxy acid (AHA), collagen peptide and vitamins C and E for “luminous and resilient skin;”

body cream with niacinamide, AHA, collagen peptide, vitamin C and shea butter to slow visible signs of aging; and

Super Serum, which contains the same contents to better skin texture, firm, smooth visible lines and provide long-lasting hydration.

Rolanda J. Wilkerson PhD., senior director and scientific communications fellow, Olay and multicultural hair portfolio at P&G Beauty, said the products are rooted in “breakthrough science” backed by more than 70 years of skin science expertise.

“We know that people take a reactive approach to skincare, only responding to concerns as they arise,” she explained. “We also know that skin is a very dynamic organ requiring proactive care versus one-off care.”

She likened skin to a “leaky bucket” that loses moisture and hydration over time prompted by internal and external factors from environmental stress to hormonal imbalances from aging. These occurrences, she said, weakens the skin barrier causing issues such as dryness and inflammation.

“We need proactive care,” she insisted. “Added to that, when we hit our 20s, collagen begins to go down; we also lose our antioxidant protection. This is why [the] Super Serum Collection is the answer to proactive care versus one-off fixes.”

Super Collection

Olay’s Super Collection is inspired by Super Serum for the face, which is powered by low pH niacinamide. The brand introduced the technology at the World Congress of Dermatology in 2023, demonstrating how well the ingredient works in tandem with others to ensure products work “harder, faster and longer” yielding two months of visible skin improvement in two weeks.

Wilkerson previously said Super Serum’s final formula is at a pH of 3.8 while the healthy natural pH level for humans is 5.5. The skin, she said, absorbs the product and neutralizes it to bring skin back to a pH of 5.5.

Vitamin C, she added, provides brightening benefits while vitamin E smooths fine lines and evens skin tone while fighting free radicals in the skin. Collagen peptides work to support skin’s natural processes and AHA is a chemical exfoliant that reveals brighter skin.

“We took that science and inspired the lotion and body wash because the rest of your body skin deserves efficacy and care as well,” noted Wilkerson.

The Super Serum body wash and lotion help smooth rough, bumpy skin that can appear on the triceps and thighs while firming and smoothing wrinkles in the décolletage area, whose delicate skin is subject to creasing.

A New Skinsurance Agent

To bring the campaign to life, Olay tapped its first “Skinsurance Agent,” Natalie Negrotti, a content creator and bride-to-be. She says the Super Collection promises an ROI (Radiance On Investment.)

“I’m addicted to scrolling on TikTok and inundated with 47-step skincare routines with brands shouting things at you every day, and it’s hard to cut through the noise,” she said. “[Olay] has one simple message, which is to love the skin you’re in.”

Read more on our coverage of skin care in the May issue of Happi.