The Pro-X Eye Wand applicator device has been teamed with the Olay Pro-X Youth-Activ Eye Restoration Complex, which will be distributed throughout the country.
According to OBJ, the launch marks the first adoption of the company’s magnetic array technology by P&G and is also the first time it will be seen by Chinese consumers.
Enhancing formulation efficacy
The main functional claim of the technology is that it is said to give the Youth-Active Eye Restoration Complex a three-fold increase in the anti-ageing efficacy of the formulation.
The manufacturer says that ultimately the adoption of the technology and this strong market claim will help to encourage greater familiarity of the technology with Chinese consumers, as well as giving a significant boost to the marketing efforts behind the brand.
Currently P&G has not yet revealed any other plans for the launch of the technology in other global regions, but OBJ says that it hopes the successful pairing with the Olay brand in China will lead to a global marketing roll out.
OBJ's ConnectBeauty technology
Cosmetics Design’s Lucy Whitehouse reported about the launch of another of the company’s technologies back in January of this yea r, which taps into the fast-growth in devices that help to optimize skin care product use to ensure the best results.
Called ConnectBeauty, the technology achieves this by storing data both on the consumer’s skin type, and also on the cosmetics products they use, and analysing this data to devise a personalised instruction set for product application. This instruction set is then sent to the application wand via Bluetooth.
The technology responds to the rising demand for personalisation and interactivity from beauty consumers globally, catering to each consumer’s specific “skin type, ethnicity, age and climate”, according to the Australian company.
Through barcode scanning, in-app sales and product placement, ConnectBeauty“also links customers to global e-commerce systems, to ensure that every customer has online access to the best and most advanced products for their skin”, the company states.