Women say this is the most important skincare ingredient

With so many skincare ingredients out there, it can be hard to know what you should be incorporating into your routine. But with 65 per cent* of women ranking vitamin C as the most important one for them, it’s clearly beloved for its effectiveness in brightening and improving skin tone.

A powerful antioxidant, vitamin C is known for being tricky to effectively incorporate into skincare. It can become unstable in the presence of light and air, so when choosing a vitamin C product, you need to be sure that it’s being delivered in a formula that will allow it to produce the desired results.

To tackle this issue, Olay’s latest innovation, Vitamin C + AHA24, has taken this proven ingredient and incorporated it into its supercharged formula with lactic acid (an alpha-hydroxy acid) and niacinamide.

When creating this formula, Olay’s experts evaluated over 500 ingredient combinations to identify the most effective partner for vitamin C – and the outcome was niacinamide and lactic acid, two skincare ingredients already beloved for their exfoliating properties. This was a major scientific breakthrough for the brand, with the expert team discovering they could “supercharge” niacinamide, a well-known skin tone ingredient, at low pH levels to deliver outstanding skin brightening and tone evening results.

As a result, the Vitamin C + AHA24 range is an easy way to incorporate vitamin C into your skincare routine that gives visibly brighter skin in just one day and a more even skin tone and texture in 14 days. Proven to be effective on hundreds of different skin tones, the range includes two products, a hydrating moisturiser and an everyday serum.

The Olay Vitamin C + AHA24 Hydrating Moisturiser is a rich yet airy gel-cream hybrid that moisturises without leaving a greasy feel. Ideally used in the morning, it features antioxidants which help to protect skin cells from environmental damage caused by free radicals throughout the day.

The Olay Vitamin C + AHA24 Serum provides a simple way to incorporate the benefits of vitamin C into your existing routine. Its lightweight serum absorbs quickly into the skin allowing for additional products to be used on top.

The Olay Vitamin C+ AHA24 collection has been developed for those that want to achieve a brighter and more even complexion, with visible and fast-acting results, available at Tesco.

*The research was carried out by Ketchum Research and Analytics, on behalf of Olay. A total of 500 women aged 21 to 45 were surveyed in the UK including a representative sample across age, gender and region. Fieldwork ran from October 11 to 15, 2021, and was conducted by Vitreous World.