Olay skin care is enticing consumers to try its products by offering a free bottle of Total Effects 7x Facial Moisturizer in exchange for a used department store cream.

“We're so confident you'll love Total Effects, we'll trade you — even if your department store brand is empty,” an e-mail note sent to its Club Olay members reads. The offer runs through Feb. 10. Members download a “swap certificate” to accompany the request.

Olay, a Procter & Gamble product, is a believer of getting the product in the hands of the consumer. At the Olay Total Effects Web site, a selection of free “age defying” samples and coupons are available.

For example, a visitor who clicks on a link for a coupon for Olay Regenerist Microdermabrasion and Peel System, finds a description of the product, a short registration form and questionnaire to receive a $3 off coupon. The registration form offers a chance to join Club Olay.