Olay is expanding its iconic Regenerist skin care range with a new collection targeting dull skin, which took Olay’s scientists more than 100 formulations and 10 rounds of consumer testing to get just right.

The new line, Vitamin C + Peptide 2, features proprietary technology and is crafted with powerhouse ingredients including vitamin C, niacinamide (vitamin B3), peptide and AHA lactic acid. The new range, which is also formulated to even tone and correct discoloration, hits shelves online and in-store September 1.

The new products in Olay’s Vitamin C + Peptide 24 collection include a full regimen: Vitamin C + Peptide 24 Brightening Cleanser ($9); Vitamin C + Peptide 24 Brightening Serum ($39); Vitamin C + Peptide 24 Brightening Eye Cream ($39); Vitamin C + Peptide 24 Hydrating Moisturizer ($39).

During the brand’s virtual event for beauty press in late August, Principal Scientist, Olay Skincare at P&G, Dr. Frauke Neuser, said, “Our desire for an even skin tone and clear complexion is hardwired into our brains as a signal of youth, health and attractiveness.” She went on to note that even skin color is the number-one driver of perceived health—and this comes before skin texture and wrinkles.

In 2013, Olay realized the increased efficacy of niacinamide at low pH levels serendipitously. This boosted a cellular process called autophagy. “Autophagy is the body’s way of clearing out damaged cell components in order to generate newer, healthier cells,” Dr. Neuser said. Think of this process as a sort of decluttering method. A cellular Marie Kondo moment, if you will.
The results from the brand’s clinical and consumer studies show that this proprietary technology works on all skin tones—providing skin that’s twice as bright as a basic moisturizer.

Per Google Trends, vitamin C is the number one searched beauty ingredient—and in the last three years, more than 3,000 skin care products with vitamin C launched in North America alone. Per Mintel Ingredient Trends 2019, 62 percent of women look for vitamin C when buying skin care products. And yet, many are dissatisfied due to a lack of results, high cost, skin feel or irritation after they use these products.