Procter & Gamble’s Olay brand is looking to capitalize on growth in the facial wipes category with the launch of Fresh Effects clear skin oil-reducing wet cloths designed to treat acne-prone skin. Packaged alongside more traditional Olay products like salicylic acid-based blemish removers and redness-reducing mattifiers, these  dual-action, oil-reducing and exfoliating wet cloths  contain textured exfoli-dots technology, which promise to clean deep to wipe away dirt, oil and dead skin cells.

“Olay Fresh Effects keeps up with young women’s 24/7 lives for beautiful skin around the clock,” says Nicole Summers, Olay communications manager. “Our {See Spot Swipe!} Oil-Reducing Wet Cloths offer our consumers an instant and effective cleansing option that fits into their busy lives.”

The pre-moistened wipes come in a re-sealable pack so they are ready to use anytime and anywhere, she adds.

With this launch, P&G is hoping to parlay its successful Fresh Effects line into the dynamic facial wipes category, which is being boosted by an uptick in consumer disposable income. During the recession, many consumers traded down from premium-placed, task-specific wipes like facial cleansing products, choosing instead to use good old-fashioned soap and water or less expensive baby wipes to do the job, according to Euromonitor. Now, that good times are here again, facial wipes is one of the categories expected to propel the wipes category forward.

In fact, the entire facial cleansing category is seeing growth, up 4% to $1.8 billion in 2014, according to reports. However, Olay’s sales in this category were down about 13% during the 52-week period ended February 22, 2015, according to IRI, a Chicago, IL-based market research firm.

P&G is hoping to reverse this trend with the clear effects line. The premium-priced wipes ($4.99 for a 20-count package) use sophisticated technology to prove their effectiveness. P&G has developed Exfoli-dots, which are visible on the cloth as a pattern of green dots. Like exfoliating beads typically found in scrubs, these Exfoli-dots work to deep clean and exfoliate to clear away dead skin cells that can blog pores and leave skin uneven, Summers adds.