Low pH Activated Niacinamide Drives Olay’s New Super Serum

A new skincare serum developed by Olay R&D is said to deliver visible results that beat the No. 1 luxury serum in clinical trials. New Olay Super Serum is formulated with the brand’s-exclusive activated niacinamide, vitamin C, collagen peptide, vitamin E and AHA—and it offers visual que for consumers that’s shareworthy, too.

Olay’s scientists from the US and Singapore were involved in the development of a new, low-pH activated niacinamide, unlocking what Olay calls the “supercharged” power of this key skincare ingredient.

The activated niacinamide works more effectively with skin and offers “best-in-class,” even skin tone efficacy, and is proven to improve skin texture. Olay contends the activated niacinamide provides faster results as well as long-lasting benefits, delivering two months of visible skin improvement in two weeks.

Ingredient Development

The discovery that led to the new activated niacinamide began a decade ago. According to Olay, its skin scientists in 2013 identified a new potential active that disappeared in a test solution during a trial. In 2017, new research revealed that the active ingredient broke down into a more effective, low-pH activated niacinamide—aka “super powered” niacinamide, according to Olay. This new ingredient is exclusive to Olay and is what fuels the brand’s new Super Serum.

“The lower pH works effectively with the skin and offers best-in-class even skin tone efficacy, improves skin texture and provides faster results with long-lasting benefits, Dr. Rolanda Wilkerson, principal Scientist, Olay North America, told Happi. “The activated niacinamide helps keep skin at an optimal pH. Super Serum's final formula is at a pH of 3.8 and the healthy natural pH level for humans is 5.5. So, the skin takes in the product and neutralizes it to bring skin back to a pH of 5.5.”

Additionally, the formulation’s proprietary formula includes vitamin C, collagen peptide, vitamin E and AHA lactic acid.

New ‘Chaosity’ Measurement

In the product development process, Olay has also created a new measurement for skin.

Olay’s team wanted to demonstrate the “supercharged” power of its newly-discovered activated niacinamide. In order to do this, the team had to first develop a way to accurately measure the irregularity of skin, according to Wilkerson

“At the time, there was no direct way of doing so, so we set out to develop our own,” she said.

Olay conducted a clinical study that used 3-D Visia imaging technology on 200 test subjects over two months. And, officials say the process led to a new measurement its calls “chaosity.”

“Over time, age and exposure causes our skin to become more irregular, or chaotic, as it is constantly susceptible to loss of collagen/firmness, dryness, hyperpigmentation and uneven tone. Developed by P&G scientist, Dr. Bandara Dissanayake, ‘chaosity’ is a method of measurement that evaluates how chaotic our skin is internally from a technical standpoint,” said Wilkerson.

“Prior to our discovery, there was no accurate method to determine the efficacy of a product as we had no way of measuring the entropy or breakup of skin. By measuring chaosity, viewing the skin’s adaptation of external factors, we can assess how to reduce the irregularities with hydrating and skin benefiting properties of products such as Super Serum, keeping the chaos at bay,” added Wilkerson.

Clinical Trial

In the clinical trial, results showed “immense: improvement in the skin’s chaosity when incorporating Super Serum in the skin’s routine, beating the No. 1 luxury serum on the market, according to Olay.

The study involved 200 women of diverse ethnicities and skin tones.

“This was important to do because we know that women of different ethnicities and skin tones are looking for one or more of the benefits that Super Serum provide—evening skin tone, smoothing skin, improving texture, firmer skin and hydration. Olay scientists were committed to ensuring the product provides benefits across skin tones, are efficacious and safe,” said Wilkerson.

Visual Appeal

Further, Olay’s Super Serum offers a unique visual application experience. The serum is applied as a soft pink iridescent color and becomes clear upon application to indicate that the product has fully absorbed into the skin.

Fun, yes, but also functional—when it comes to social engagement. To date, color-changing cosmetics have garnered more than 600 million views on TikTok.

“Knowing the importance of a 360-degree experience for consumers when it comes to engaging with the product, we are always developing ways to enhance it at every step – from the product unboxing, to the moment the formulation makes contact with your skin and seeing the visible results,” said Wilkerson.

“Super Serum’s iridescent color-changing experience was intentionally and thoughtfully formulated by our research and development team to provide a visual journey from application to absorption,” said Wilkerson. “Most modern skincare customers are looking to share their skincare products and experiences…. we wanted to craft a product that not only seamlessly fits into a skin care routine, but is also share-worthy.”

Leading Skin Science

For Wilkerson, the release of Super Serum showcases Olay’s progress as a leader in skincare science.

“We’re committed to new methods and techniques to drive our fundamental understanding of skin appearance and aging,” she told Happi. “We are never done innovating and we’re in constant pursuit of breakthroughs in skin care actives as our goal is to help our consumers achieve beautiful, healthy skin they feel comfortable in.

“Olay Super Serum speaks to our heritage in delivering efficacious products. Many people seek products that work faster, better and have longer lasting benefits. Olay leveraged our history of niacinamide research, clinical study execution expertise, decades of multi-ethnic research and our formulation craftsmanship using highly sought-after active ingredients in an unexpected combination, to develop a highly efficacious, safe for daily use product available at mass for all.”