Wednesday, February 12, 2020

Harnessing The Power Of Oat With Aveeno For Healthier Skin

Full of goodness, oats are one of the healthiest grains, which is packed with nutritional value and health benefits. Hence, Aveeno has unlocked the power of oat through scientific advances with the introduction of the Active Naturals Colloidal Oatmeal in their complete line of comprehensive skincare.

A prized ingredient in skincare since ancient times, colloidal oat is a finely ground oatmeal suspended in liquid medium for better application and absorption into the skin. Supported by over 60 years of clinical evidence, the colloidal oat formulas are effective in soothing dry, irritated skin. Each Aveeno's Active Naturals product is uniquely formulated and scientifically proven to harness the power of the oat to deliver real skincare benefits for strong, visibly healthier skin.

"Aveeno's journey to make life beautiful with natural ingredients began all the way back in 1945. Believing that nature holds the secret to human health, two American brothers, Sidney and Albert Musher started studying the benefits of oats," said Prashant Mahalingam, Country Director of Consumer, Johnson & Johnson Malaysia.

Through their research, the Musher Brothers discovered the powers of finely-milled colloidal oatmeal to help relieve dry, compromised skin. Their pioneering work was recognised by the dermatologists from the famous Mayo Clinic. Hence, Aveeno was born!

For the past 70 years, Aveeno's commitment to harness the power of oat for skin wellness has made it the most trusted brand in the US for its use of natural ingredients. Aveeno Baby is also number one among US' paediatricians' trusted brands. 

Through scientific research and stringent formulations, Aveeno continously discovers more secrets about nature's ability to relieve, soothe and transform skin. One of its recent discovery is that the prebiotic properties of oat promote a balanced skin microbiome, which is fundamental for healthy skin. This had resulted in the brand renaming its key ingredient colloidal oat as prebiotic oat in some of its more recent products. 

What is the skin's microbiome? It is a diverse habitat of microorganisms, including beneficial and harmful bacteria which coexist on the skin's surface. A typical square centimeter of skin hosts a community of about a billion bacteria and an imbalance of these bacteria can impact the skin's barrier function. Prebiotics, as Aveeno scientists have found improves the skin microbial balance. It helps to build a stronger skin barrier function and relieve dry, itchy skin. All Aveeno and Aveeno Baby products are now infused with prebiotic oats. 

For dry and itchy skin conditions, Dr. Leong Kin Fon, a consultant paediatric dermatologist notes that prebiotic oat is effective in providing relief. He explained that oats have four important functions as an ingredient in moisturisers such as to lock-in skin moisture, reduce itchiness and redness, on top of improving the skin's microbial balance. 

True to its brand identity of balancing groundbreaking science with nature's best produce, Aveeno products are formulated with a farm-to-bottle commitment. This means its skincare solutions are produced through an artisanal process that preserves the freshness and goodness of carefully selected oats from its origin, the farm, all the way till it reaches the consumers. 

Aveeno prebiotic colloidal oats are made from food-grade, high protein, non-GMO oat grains harvested from fields of Canada, North America, the United Kingdom and France. These harvests are then processed without the use of chemical solvents and finally formulated through a stringent process designed to maintain the integrity and purity of the Aveeno Oat's active components. 

Pick up Aveeno's range of skincare solutions featuring the Active Naturals Colloidal Oatmeal at selected major pharmacies such as Watsons, Guardian, Caring and AEON Wellness. Or simply add it to your cart in the comfort of your home through Aveeno's offical store on Lazada and Shopee

For more information, please follow the Aveeno Malaysia Facebook and Instagram page

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