Worth a Look
W's beauty director tests out Dolce & Gabbana's new skincare line.
I try a lot of products, and I often test two moisturizers simultaneously, one on either side of my face. So I was intrigued when I learned about the study P&G Prestige set up for its much anticipated Dolce & Gabbana Skincare launch. Participants were shown before and after photos of women who’d used the line’s star product, Aurealux Cream, for four weeks. Eye-tracking technology measured how long 183 viewers looked at each photo. The results: An impressive 70 percent were drawn to the after image first and stared at it for twice as long. Inspired, I decided to do my own study. After a month of slathering the olive oil extract, silk protein, and vitamin B3 gel-cream onto the left half of my face, I had breakfast with Dennis Curran, P&G Prestige North America’s president. “Pick a side,” I demanded. He got it right. And, evidence proves, so did Dolce & Gabbana.