You have to hand it to Avon. They just know how to make cutting edge skincare effective, and affordable. Their best-selling ANEW line has been winning hearts and helping complexions, for 20 years. In fact, on January 25, 2012, Avon ANEW celebrated its 20th birthday with a Supermodel and ANEW spokesperson, Paulina Porizkova (yes, she really does use the products and looks wonderful), and 90’s TV icon, Alfonso Ribeiro (aka Carlton Banks from Fresh Prince of Bel-Air). Even more recently, The Advice Sisters reviewed Anew Genics Treatment Serum that, at under $40.00, stunned us by claiming that it could make your skin look ten years younger, in just four weeks.
Now there is a new Anew (sounds musical), the Anew Clinical Pro Line Eraser Treatment ($39.99). This anti-aging serum reduces the look of wrinkles in a few weeks, thanks to a key ingredient called “A-F33” (promotes collagen production) and retinol (anti-aging). Without going into a lot of tech-speak, the potent new molecule, A-F33, starts to smooth out the appearance of wrinkles in less than 7 days (that’s fast), but unlike a lot of ingredients, this one won’t irritate sensitive skin, while it encourages skin cells to produce “skin matrix components” (the skin matrix is in charge of the skin’s mechanical properties, including firmness, strength, suppleness, and elasticity).
The Advice Sisters tested this new product and we liked it, especially since the lotion-like serum doesn’t smell much, other than a slight chemical scent that reminds me of a warm beer. It wasn’t irritating (other than a slight feeling of tightening an a tiny tingle), and is housed in a hygienic and attractive, shiny silver pump bottle (thank you, Avon)! If there is any downside to the actual experience with it, I’d say it’s the fact that it absorbs reasonably fast, but leaves a it of a “sheen” on your skin. But that’s not that big of a deal. No wonder it won Allure’s Best of Beauty Breakthrough 2012.
Like everything The Advice Sisters try, how a product works is not just dependent on the quality and ingredients of the product, but also on the type of skin you have, it’s condition, and how regularly and properly you use the product. But according to Avon, 100% of women who tried the product saw a reduction in fine lines (over time–Avon doesn’t specify), and the product produced up to a 50% improvement in fine lines and deeper wrinkles, in 11 weeks. Even more amazing is the claim that half the women who tried Anew Clinical Pro Line Eraser Treatment said the serum improved their skin so much that they decided to postpone the cosmetics procedure they had initially planned. We don’t know the age or skin condition these women had to begin with.
That being said, Avon’s products, especially the Anew line, is exceptional both in quality and price. If your facial wrinkles and lines look more like the Peruvian lines of Nazca than a few here and there, no product is going to erase them to the point where you really don’t need additional cosmetic intervention. But if your skin isn’t terribly damaged, Avon’s Anew products, including this newbie, can really make a difference, and for really very little money. In any case, if you have $40.00 to spend on a serum (and that’s not much for a serum), it can’t hurt to give it a try.
Ask your favorite Avon representative, or visit www.avon.com