For Better Skin

In a windowless room, 49 barefaced women sit quietly as their skin is pinched, poked, and examined by technicians. They’re then photographed with a special skin-evaluating camera. It’s not exactly a glamorous scene.

Nonetheless, this is where beauty products begin. After this skin harassment, the scientists, who are from Olay, hear the results of the product tests. Gathered in a tight huddle, they whisper excitedly, repeating the words “what if”: What if these results hold up? At week 24 of the study, the final data was collected for three of their new Pro-X products, and the numbers suggest that the regimen is comparable to the prescription anti-aging cream Renova — currently the gold standard for diminishing wrinkles.

Ever since the explosion of creams that hyped themselves as better than Botox (and weren’t), skin-care companies have scrambled to rival professional treatments such as microdermabrasion and chemical peels. And now, Olay is among a growing number making products for the beauty aisle that may deliver the power of the prescription counter.

Source : http://www.msnbc.msn.com/id/28528070/