Glimmer/Glow Effect on Object

Hello everyone!

I would like to know if someone can PLEASE explain to me how to achieve this really nice "glimmer/shimmer" or "glow" effect that I saw used on the logo for Olay at the very end of a commercial.  Here is the link to the commercial: Olay TV Commercial, 'What Matters Most' - iSpot.tv

I have also seen this effect used on the logo for the Delta Faucet commercial, here is a link to the commercial where you can clearly see the effect: The Perfect Touch (:30) - YouTube

If you look very closely at the end of the commercial, you'll see a soft shimmer type of effect that slowly moves along the letters of the Olay logo.  The effect extends beyond the letters and is not restricted to the shape of the letters, as would be the case with the Light Sweep effect.  It also makes areas of the letters glow.

I have not seen this particular effect used anywhere else, I have searched YouTube, Google, etc.  I am aware of the more common ways to create a sparkle or glint in After Effects (light sweep, etc.) but if there is someone out there who knows how to closely re-create the particular effect seen in the commercial, I would be so thankful and grateful! Blessings!