Time takes a toll on our skin, as the effects of UV radiation, the stresses of life and the natural ageing process change it throughout our lives.
It happens to each of us in different ways. Some of us see fine lines, some of us get an uneven texture or tone and others are troubled by pores - more often, we all get some combination of these and other factors.
In fact, Olay identified seven signs of ageing - and created a unique formula to address them all: fine lines and wrinkles, loss of firmness, uneven tone, dryness, uneven skin texture, visible pores and dullness.
As Dr Frauke Neuser, Olay's principal scientist says: "Olay defined the seven signs of skin ageing based on extensive scientific and market research, with the participation of 6,000 women across all continents, and in close partnership with leading dermatologists.
"Importantly, we are able to measure improvements in those seven categories very accurately, so when we design products to tackle the seven signs of ageing we can reliably evaluate their efficacy."
This insight led to the creation of Olay Total Effects Day Moisturiser SPF15, which is used by 20 million women worldwide to tackle the seven signs of ageing.
The formula contains a unique vitamin complex, which is clinically proven to make a measurable and noticeable difference to the appearance of skin.
Indeed, it was the first mass skincare brand to introduce Vitamin B3, a powerful anti-ageing ingredient that is proven to strengthen the skin barrier and help combat fine lines and wrinkles. Plus with Vitamin E and green tea extract, it leaves skin feeling soft and smooth, offers protection from free radical damage, and supports an even skin tone and texture.
Along with daily use of Olay Total Effects Day Moisturiser SPF15, here are our top tips for fighting the signs of ageing in your skin.
The damage from UV radiation is one of the main causes of skin losing its elasticity and wrinkles appearing.
The SPF15 in Olay Total Effects Day Moisturiser gives you year-round protection, which is essential for your skin - even on a cloudy day.
While Olay Total Effects will help to boost skin elasticity, you can give yourself even more of a boost with a bit of facial yoga to stimulate collagen production. You may feel funny doing 20 minutes of face-stretches a day, but the results will have you smiling.
If your skin is particularly affected by changes in tone, try Olay Total Effects CC Cream. It combines the hydration and SPF protection of Olay moisturiser with a touch of foundation to help even out skin tone.
The hydrating power of Olay Total Effects helps to prevent dryness during the day. For maximum effect, make sure you drink plenty of water and try giving your skin an extra boost at bedtime with Olay Total Effects Night Firming Moisturiser.
Rough or uneven skin can be caused by anything from dryness or sun damage to acne. The vitamin complex in Olay Total Effects works to prevent it, but if you need some extra help, a glycolic peel can help to strip away dead skin and reveal a smooth, fresh face.
By working to keep skin elastic, Olay Total Effects helps to prevent pores enlarging. You can help it by keeping them clear of dirt and oil by using a cleanser before bed and after working out, when sweat can carry dirt into pore openings.
Lack of moisture can make skin dull, by creating microscopic cracks on the surface, spoiling its glow. Olay Total Effects hydrates skin and restores that smoothness.
You can maximise the improvement by exfoliating regularly, removing old, dead skin cells to reveal healthy ones beneath.
What's your favourite tip for tackling one of these signs of ageing? Let us know in the comments.