Contact: Marina Maher Communications
212.485.6800
P&G Beauty Aquacurrent™ Science
Product Portfolio Fact Sheet
Aquacurrent Science is a new approach to moisturization that uses an expanded portfolio of knowledge and measurements to guide optimization of
moisture movement within skin and hair to deliver the ultimate beauty end benefit, be it shiny hair or radiant skin. This approach represents a shift
from the traditional knowledge of moisturization – with focus just on the “locking-in” of moisture. Products informed by Aquacurrent Science
offer formulations that work with the natural properties of water to help control the movement of moisture everywhere it’s needed for optimal
beauty benefits. Aquacurrent Science is being applied across the COVERGIRL®, Olay®, Pantene® and Secret® brands.
Product(s)
COVERGIRL
 AquaSmooth Compact Make-up
 Smoothers All Day Hydrating Make-up
 Smoothers Concealer
 Smoothers Tinted Moisturizer
 Smoothers Pressed Powder
Benefits
 COVERGIRL products utilizing Aquacurrent Science achieve a
moisture balance while helping to cover imperfections and even out
skin tone
 AquaSmooth Compact Make-up’s solid-emulsion formula with
niacinamide, has been shown to help increase water concentration in
the top layer of skin
 Occlusives in the formula specifically impede water loss by
forming a barrier at the skin surface and increasing water content
by blocking evaporation
 COVERGIRL Smoothers All Day Hydrating Make-up is a liquid
make-up that contains a unique combination of ingredients –
humectants, occlusives and emollients – that make up nearly half of
the formula to provide prolonged and immediate skin hydration
benefits
 Humectants readily attract water from an area of higher
concentration by ionically bonding water molecules, moving
moisture to actively improve the condition of the skin
 Suggested retail price: $5.30-$8.50