Positively Ageless Lifting & Firming Eye Cream is an incredibly average moisturizer for slightly dry skin anywhere on the face. As far as extraordinary goes, it’s extraordinary only if you believe Aveeno’s claims about an ingredient it uses known as tetrahydroxypropyl ethylenediamine. According to Aveeno’s sister company RoC (both owned by Johnson & Johnson), this ingredient has been clinically proven (of course, the results of these clinical studies are not available for public scrutiny and they were done by J&J) to tighten epidermal cells, resulting in a lifted, firmed appearance. Technical information about tetrahydroxypropyl ethylenediamine indicates it functions as a neutralizing agent and helps adjust the pH of water-based products. There is no independent, peer-reviewed research demonstrating it to be effective for sagging skin, as RoC claims (unless by tightening they mean constricting due to irritation). Even if there were, once the skin begins to sag due to bone loss and fat pad shifting (something that happens to all of us as we age), no amount of any topically applied ingredient will help. This type of sagging can be remedied only by cosmetic surgery.
Any tightening effect this ingredient has on skin cells would be due to the inflammation that occurs if a product is too alkaline or too acidic. But that would be a temporary effect, not even related to the results possible from surgical procedures or a particularly healthy impact on the skin.
This eye cream is clinically shown to visibly lift and firm skin around the eyes. Is specially formulated with a proprietary firming technology and natural light diffusers to brighten the appearance of skin around the eyes, reduce the appearance of dark circles, and deliver smoother, more supple skin.
Water, Cyclopentasiloxane, Glycerin, Methylheptyl Isostearate, Tetrahydroxypropyl Ethylenediamine, Butylene Glycol, Cetyl Alcohol, Cetearyl Alcohol, Steareth-20, C12-15 Alkyl Benzoate, Glyceryl Stearate, Caprylic/Capric Triglyceride, Triisostearin, Squalane, Cetyl Esters, Myristyl Alcohol, Dimethicone Crosspolymer, Cocoglycerides, Ceteth-2, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Glyceryl Laurate, Stearyl Alcohol, Bentonite, Glyceryl Behenate, Dmdm Hydantoin, Methylparaben, Saccharomyces Lysate Extract, Silica, Sodium Methylesculetin Acetate, Distearyl Ether, Fragrance, Picea Excelsa Bud Extract, Propylparaben, Polysorbate 60, Tyrosine, Ethylparaben, Hydrolyzed Wheat Protein, Ganoderma Lucidum (Mushroom) Stem Extract, Algae Extract, Lentinus Edodes Extract, Titanium Dioxide, Mica, May Also Contain: Citric Acid
Beginning with its first product in 1945, Soothing Bath Treatment, still sold today as part of the company's Baby line of products, Aveeno has prided itself on using natural ingredients. In some ways, they were a pioneer in the field, though for years the only natural ingredient of note in their products was oatmeal. Consumer products giant Johnson & Johnson purchased the brand in 1999, and wasted almost no time expanding it. A handful of bar cleansers and bath products were spun off into complete collections of facial-care products and an ever-growing number of body lotions and washes, not to mention shaving gels (Aveeno is one of the few companies whose shaving gels are truly fragrance-free).
Not surprisingly, many of the facial-care products from Aveeno are similar to those from Johnson & Johnson–owned Neutrogena. The differences typically lie in the natural ingredients each brand promotes. A cornerstone ingredient for Aveeno is soy, while Neutrogena has experimented (with varying degrees of success) with copper, retinol, salicylic acid, and melibiose. Overall, Neutrogena has a much larger and more comprehensive selection of products, though their formulas are also more problematic. Aveeno would do well to diversify a bit, or at least acknowledge that it takes more than a single star ingredient to provide superior skin-care products. As is, most of their anti-wrinkle products don't compete favorably with the more well-rounded options, not just from Neutrogena but also from Olay, Dove, and, in some respects, L'Oreal.
Getting back to the issue of soy, you'll see from the reviews it is indeed a helpful ingredient for skin—just not in the same multifaceted, does-everything manner Aveeno touts on each soy-containing product's package. A big proponent for Aveeno's use of soy is dermatologist Dr. Jeannette Graf. She is quoted on Aveeno's web site, stating that "It is now clear that the ability of natural soy to deliver multiple benefits to skin plays a lead role in high performance skin care." That sounds great but it doesn't explain why Aveeno ignores research on countless other antioxidants, skin-identical ingredients, or cell-communicating ingredients, all elements Dr. Graf uses in her separate, namesake product line. Interestingly, with Graf's own products relying on a blend of efficacious ingredients, including soy, it's a good question why she decided to endorse Aveeno's one-note soy products.
The bottom line is that when it comes to shopping for skin-care products at the drugstore, Aveeno, for all its talk of being a leader in "Active Naturals," doesn't have the all-inclusive product assortment needed to take the best possible care of your skin. However, paying attention to their top offerings is time (and money) well-spent!
For more information about Aveeno, owned by Johnson & Johnson, call (866) 428-3366 or visit www.aveeno.com.