Saudi Gazette Aveeno products are distinctive in their origin- their smell-free, natural colloidal oatmeal formula provides instant moisture and nourishment. Aveeno's range of creams are meant to actively relieve and protect skin by replenishing and locking in moisture for a full 24 hours. But for normal skin types this is not true, however it does help rescue dry skin. It is most suitable for the treatment of extra dry, itchy and irritated skin through its distinctive formula blended with rich emollients. According to the brand, their foundations are rooted in a belief that centuries-old remedies hold the key to human wellness. For over 60 years scientists have been working with natural properties and chemical compounds of oats, renowned for their ability in providing relief to those suffering from dry and irritated skin. They have developed a natural skin soother containing 100% colloidal oatmeal in the process. The products can be used every day as part of a daily skincare routine or for those with a specific skin complaint can use it. For instance, for those experiencing dry, itchy, irritated skin Aveeno's Dermexa Soothing Emollient Cream can provide active relief. Dr. Tariq Dawoud, Dermatologist at Dr Sulaiman Al Habib Medical Group in Riyadh, spoke about Aveeno's arrival in the Saudi market. "Dry, irritated skin is a common complaint amongst my patients due to the humid climate we experience here in KSA for most of the year. Patients suffering from the effects of dry, irritated skin are now seeking treatments that work in the long-term and as a result, there has been an increased demand for more alternative, natural treatments. The Aveeno range, especially the Dermexa treatment products for both adults and babies are an ideal solution to cater to this emerging trend with naturally active ingredients with real skincare benefits," he said. The Science Aveeno has worked out new ways to extract the power of naturally active ingredients, which have a profoundly beneficial effect on skin. This takes place over a number of stages. 1. Screening Aveeno scientists search the world for plants and botanicals that could potentially deliver significant benefits in skincare. Preclinical testing is performed on the most promising naturally active ingredients to show their activity and stability. 2. Validation Clinical tests are then performed to ensure the naturally active ingredients' mildness and safety, as not all natural ingredients are suitable for use in skin care. They then document topical benefits of formulations containing naturally active ingredients. 3. Development Out of the ingredients selected, only a handful is taken for further development. Formulations are then developed. Clinical studies and in-use studies are performed to validate the safety and efficacy of the products as well as making sure they look, feel and smell great! Oatmeal baths have long been recommended for people with a variety of sensitive skin conditions, providing a soothing effect while improving the skins' protective barrier. Aveeno believes that nature has the power to nourish, soothe, and even transform- using active naturals ingredients. A core priority for the skincare company is to advance the knowledge and understanding of the role and benefits of naturally active ingredients in skincare by working closely with dermatologists, skincare professionals and medical practitioners. The full Aveeno Active Naturals collection includes: The Daily range for normal to dry skin The Skin Relief range for extra dry itchy skin The Dermexa specialised range for dry itchy, irritated skin AVEENOTM BabyTM for babies with sensitive skin
