Harnessing the Power of Oat for Healthier Skin

What is better than nature? Nature balanced with science. To help women around the world discover a naturally beautiful life, Aveeno® is a brand that offers a complete line of comprehensive skincare solutions featuring the Active Naturals Colloidal Oatmeal.

The brand has unlocked the power of a natural ingredient – oat – through scientific advances, and discovered ways to nurture and transform the skin to an enhanced state of health and beauty.
Why oat? Colloidal oat – which means ground oatmeal suspended in liquid medium for better application and absorption into the skin – has been a prized ingredient in skincare since ancient times. This is supported by over 60 years of clinical evidence indicating that colloidal oat formulas are effective in soothing dry, irritated skin.

Each Aveeno® 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, in his speech during the brand’s launch recently.
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 ingredients1. Aveeno Baby® is also number one among US’ paediatricians’ trusted brands2.

“Over the years, we have provided skin relief and protection for women and babies around the world. Here in Malaysia, we have clinched multiple awards within the short time we have been here, and these recognition add on to our list of wins in many other countries!” proclaimed Prashant.

Through scientific research and stringent formulations, Aveeno® continuously 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, vibrant skin. This has 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. This means saying hello to a stronger skin barrier function and bidding goodbye to dry, itchy skin. Hence, all Aveeno® and Aveeno Baby® products are now infused with prebiotic oats.

For dry & 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: to lock-in skin moisture, reducing 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 women and babies in the bottle.

Aveeno®’s 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.

Start your year beautiful and give you and your baby’s skin a new life with the power of prebiotic oats! 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, add it to your ‘cart’ in the comfort of your home through Aveeno®’s official store on Lazada (http://bit.ly/AveenoLazadaMY) and Shopee (http://bit.ly/AveenoShopee)!

To stay up to date on Aveeno®’s latest offerings or to get more information about the brand, follow the Aveeno® Malaysia Facebook (www.facebook.com/myaveeno) and Instagram page (www.instagram.com/aveenomy).

1. Based on the 2018 US Dermatologist Recommendation Study.
2. Based on a survey done with 302 paediatricians in the US, June 2016.

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