Olay has developed an online interactive feature that is called Olay For You. It is really neat with a very nice, mercifully simple interface and no hard sell. Nor does it force you to register or give lots of personal data. You simply answer a series of questions about your skin type, whilst being guided and prompted by a perfectly pleasant audio commentary. Depending on your answers - what you want to achieve (quick fix, long-term repair etc), anything extraneous such as age and hormones that might effect things and skin issues (eg sensitivity) - it spits out product recommendations.

I said I had aging, fair, dry and sensitive skin and Olay For You concluded that I needed to opt for the Olay Regenerist Anti-Aging Line and specifically recommended the cleanser (which is an exfoliant), the serum (a fragrance-free nod to my sensitivity), UV defense SFP 15 (fair skin), and eye-lifting serum. Not bad in terms of matching my needs. But not great. I had expected to be offered a moisturizer for my dry skin (that's not the job of a serum). And I was surprised by the exfoliant cleanser, given that I am dry and sensitive. So I thought I'd take a closer look at the Olay cleanser.

On balance, Olay Daily Regenerating Cleanser isn't at all bad. If you don't have sensitive skin. There is a couple of fatty acids to make the skin feel soft and an anti-oxidant. However, my skin started to sizzle uncomfortably as I looked through the other key ingredients. One of the exfoliants is beta hydroxy acid, less of an irritant than AHA (alpha hydroxy acid) because of the aspirin content, but harsher than an enzyme exfoliant. The other exfoliant is sodium glycolate. Then there is actual cleanser, sodium lauryl sulfate - a known irritant.