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Olay celebrates a new era of being AGELESS – UAE and KSA survey results


Is Ageing a choice? Olay celebrates a NEW era of being AGELESS


Cultural shifts and genomics research fuel new expectations of Ageing


  • 56% of women in the UAE feel younger than their age.
  • Overall, 88% of UAE respondents feel more confident than they did 10 years ago.
  • 46% of women living in Saudi Arabia say that stress and unhappiness are the primary environmental factors that affect ageing


DECEMBER 2015: To support its new ageless advertising campaign, a new survey conducted by the world’s no.1 female facial skincare brand1 Olay reveals how women’s attitudes on ageing have evolved over time. The research covers 6,800 women from 11 countries2 including the United Arab Emirates3 (UAE) and Saudi Arabia4. The unprecedented analysis shows that, today, women – aged 30 to 65 – are living in an ageless era, where they are defined by how they act, think and feel, rather than by their age. After all, scientific advances are helping women enjoy longer, healthier, more active lives – moreover, they bring the ability to look ageless within reach. As a result, ageing is now more of a lifestyle choice than an inevitability.

The survey results demonstrate that a staggering 88% of women in the UAE and 84% of women in Saudi Arabia currently feel more confident than they did 10 years ago. In parallel, three-quarters of women in the UAE – and 81% in Saudi Arabia – claim that physical appearance is the number one clue to a woman’s true age.


For over half of respondents (51%) in the Emirates, the best compliment that they could ever receive is “I would never have guessed your age”. Only 50% of women in Saudi Arabia agree with that statement.


Interestingly, social media plays a pivotal role in shaping how some women feel about their daily appearance. In fact, 61% of women in the UAE focus more on their appearance due to the increased likelihood of appearing in social media photos. Surprisingly, the polar opposite is true in the United States, United Kingdom, Western Europe and Australia, where at least 70% say the advent of social media has not caused them to focus more on their appearance.

According to the study, a remarkable 91% of women in the UAE believe that age will continue to become less relevant as women live longer, healthier lives. And a large portion (83%) of women in Saudi Arabia echoed that very belief.

Based on the survey, 46% of women in Saudi Arabia – and 43% in the UAE – think that stress and unhappiness are the primary environmental factors that affect ageing. A total of 20% and 31% of women in Saudi Arabia and the UAE, respectively, state that sun exposure is the number one environmental factor that negatively impacts their skin.

In both these countries, the gender gap still lingers where ageing is concerned: 80 to 90% of women in the UAE and Saudi Arabia agree that, as they age, the way they are perceived by society changes much more than it does for men.

In both the UAE and Saudi Arabia, among respondents under 50, 61% say that preventing visible signs of ageing is their most important skin care regimen consideration – compared to 27% who claim that repairing or reversing visible signs of ageing is their top priority. For 57% of respondents over 50, their main concern is preventing visible signs of ageing. Another 36% of respondents in the UAE and Saudi Arabia actually want to repair visible signs of ageing first and foremost.


Paving the way to looking ageless via cutting-edge skincare is innovative research like Olay’s ‘Multi-Decade and Ethnicity Study’, the largest and most comprehensive gene expression and skin ageing study to date, which analysed 20,000 unique genes from more than 300 women of four ethnicities, across six decades of life. Conducted in partnership with more than a dozen independent research institutions and companies, including leading biotechnology firm 23andMe, the study findings uncovered specific “ageing tipping points” by decade, and identified a unique group of women known as “exceptional skin agers” whose skin’s biological behaviours and gene expression patterns along with their lifestyle choices helped them look dramatically younger than their real age.

“This ground-breaking work will continue to drive innovation for years to come,” says Dr. Frauke Neuser, Principal Olay Scientist, “and opens the door to developing skincare products that can address different genetic ageing patterns.”

Deep dive into the cutting-edge Olay science, innovative technology and in-depth expertise that are the driving force behind the world’s number one female facial skincare brand via our paid post on The New York Times site: nytimes.com/olay-ageless

“Discoveries like this put Olay in the best position to fuel the new ageless era,” says Alex Keith, President of Global Skin & Personal Care at Procter & Gamble. “Our experts know skin better than anyone else and we know how to formulate the most effective ingredients into skincare products that deliver real, visible results.”

Olay’s new ageless advertising campaign explores how age is becoming irrelevant and celebrates the ‘ultimate beauty victory’ – as a woman’s skin doesn’t have to tell her age. “With this new ageless campaign, we’re embracing this modern outlook – that a future without looking your chronological age is entirely possible,” concludes Keith.

Is ageing a choice? We think it is….

To learn more about the Olay Ageless campaign, visit OlayArabia.com.

1 Based on mass market facial moisturiser and cleanser value sales for past 12 months ending June 2015

2 The Olay Ageless on-line survey was conducted in partnership with Survey.com. The data was collected between 20-29 October 2015 from 6,800 women aged between 30-65 years in a total of 11 countries, namely: China, United Kingdom, Canada, United States, Australia, Thailand, Spain, UAE, Germany, India and Saudia Arabia.

3 A total of 502 qualified female respondents living in the UAE completed the survey.

4 A total of 316 qualified female respondents living in Saudi Arabia completed the survey.


About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide.

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