This is a very basic, water-soluble cleanser that doesn’t add much to the list of cleanser options Aveeno offers. Plus, the main cleansing ingredient is really too drying and not the best for almost all skin types. As for the soy extract it contains, which Aveeno points out as having special properties, it’s barely present, and you rinse it from skin before it can impart any benefit.
Gently dissolves makeup and impurities to leave your skin clean and refreshed without overdrying. This foaming cleanser, with moisture-rich soy extract, leaves your skin soft, smooth and radiant. Oil-free, noncomedogenic, soap-free.
Water, C14-16 Olefin Sulfonate, Glycerin, Disodium Lauroamphodiacetate, Polysorbate 20, Cocamidopropyl Betaine, Hexylene Glycol, Peg-6 Caprylic/Capric Glycerides, PPG-15 Stearyl Ether, Phenoxyethanol, Isoceteth-20, Fragrance, Tetrasodium EDTA, Xanthan Gum, Peg-16 Soy Sterol, Methylisothiazolinone
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.