These OTCs help boomers fool Mother Nature

June 19, 2006

Battling the effects of aging is getting easier-sort of-thanks to manufacturers who are launching antiaging products for women and men.

Procter & Gamble is adding a new item to its Regenerist family of products called Olay Regenerist Targeted Tone Enhancer. The item is being touted as a targeted spot treatment designed to reduce the appearance of age spots and skin discolorations. The ingredients include amino-peptide complex, vitamin B3, pro-vitamin B5, vitamin E, green tea extract, and Pro-Retinol. The treatment is packed in a multilayered lavender plastic tube to allow the Pro-Retinol to remain stable during its shelf life.

P&G is also debuting Crest Whitestrips Renewal. The product is being touted as an age-defying solution for consumers' smile. This dental product features clear, flexible strips coated with specially formulated whitening gel to brighten and whiten teeth. The gel contains the same whitening ingredient that dentists use, according to P&G. The strips are supposed to be worn twice a day for 30 minutes at a time. P&G claims that the product will remove up to 20 years' of stains in 10 days.

Power Buff Anti-Roughness Exfoliator is another item in the collection. It is designed to smooth and refine skin and to remove dead skin cells for healthier looking skin. The exfoliator is supposed to be used two to three times a week.

The collection also includes Stop Lines Anti-Lines Moisturizer with SPF Sunscreen. The product is supposed to make expression lines smoother in one hour and visibly reduced in four weeks. The sunscreen is an SPF 15 moisturizing lotion with Boswelox.

Circle Eraser Anti-Dark Circle Eye Moisturizer is the fourth new product in this line. The moisturizer is claimed to reduce dark circles and puffiness and the appearance of lines around the eyes.

Finally, men can choose the following items from the line: Comfort Max Anti-Irritation After Shave Balm with SPF 15 Sunscreen, Power Clean Anti-Dullness Face Wash, Oil Controller Anti-Oiliness Moisturizer, and Hydra Power Invigorating Moisturizer.

Beiersdorf is rolling out new Nivea products to help men and women fight the signs of aging.

Nivea For Men Revitalizing Eye Creme Q10 is being promoted as "the perfect antidote for tired, stressed eyes." The cream is intended to revitalize tired eyes, reduce dark circles, under-eye puffiness, and fine lines.

For women, there's Nivea Visage Q10 Advanced Wrinkle Reducer. The product contains coenzyme Q10. The company claims it will fight new and existing wrinkles. The company is also unveiling Nivea Age Defying Moisturizer to diminish wrinkles, visibly lift skin, and reduce dryness.

Johnson & Johnson is getting into the act with RoC Age Diminishing Daily Moisturizer and RoC Age Diminishing Moisturizing Night Cream. Both items contain RoC Soy Complex and vitamin E to visibly diminish age spots, improve skin tone, and reduce the appearance of wrinkles. The daily moisturizer has an SPF of 15.

J&J is also marketing RoC Age Diminishing Facial Cleanser with soy extracts. The item is supposed to cleanse while helping to visibly even skin tone and reduce rough surface skin "to reveal softer, smoother, younger-looking skin."