Aveeno At-A-Glance

Strengths: A few good cleansers and sunscreen products; fantastic Skin Relief Healing Ointment and soothing bath wash products; a handful of well-formulated baby-care products.

Weaknesses: Well-intentioned but ineffective anti-acne products; reliance on a single showcased ingredient (typically soy) that makes their anti-aging products less enticing than the competition; ineffective products to address hyperpigmentation; formulas packaged in a jar won’t remain stable.

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 & Johnsonowned 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.

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+ Rating Product Brand Category Price Size
Average Clear Complexion Cleansing Bar Aveeno Cleansers/Soaps  $3.29 3.50 fl. oz.
Average Moisturizing Bar Aveeno Cleansers/Soaps  $3.29 3.50 fl. oz.
Poor Essential Moisture Lip Conditioner SPF 15 (Discontinued) Aveeno Lip Balm With Sunscreen  $3.79 0.15 fl. oz.
Good Men’s Shave Gel Aveeno Shaving Creams/Lotions/Gels  $3.99 7.00 fl. oz.
Average Baby Calming Comfort Lotion-Lavender & Vanilla Aveeno Body Lotions/ Creams/Balms/Butters  $4.39 8.00 fl. oz.
Poor Men’s Face Wash Fragrance Free Aveeno Cleansers/Soaps  $5.99 5.10 fl. oz.
Good Men’s After Shave Lotion Aveeno After Shaves  $5.99 3.40 fl. oz.
Good Soothing Relief Diaper Rash Cream, Fragrance Free Aveeno Specialty Body Care Products  $5.99 3.70 fl. oz.
Good Positively Radiant Skin Brightening Daily Scrub Aveeno Scrubs  $6.59 5.00 fl. oz.
Good Daily Moisture Lotion, Fragrance Free Aveeno Body Lotions/ Creams/Balms/Butters  $6.79 12.00 fl. oz.
Average Positively Nourishing Energizing Body Lotion Aveeno Body Lotions/ Creams/Balms/Butters  $6.99 7.00 fl. oz.
Poor Clear Complexion Cream Cleanser Aveeno Scrubs  $6.99 5.00 fl. oz.
Best Cleansing Therapy Moisturizing Wash Aveeno Body Soaps/Washes  $6.99 8.00 fl. oz.
Good Positively Radiant Brightening Cleanser Aveeno Cleansers/Soaps  $6.99 6.70 fl. oz.
Good Positively Nourishing Body Wash–Calming Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Average Smart Essentials Daily Detoxifying Scrub Aveeno Scrubs  $6.99 5.00 fl. oz.
Good Positively Nourishing Body Wash–Energizing (Discontinued) Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Average Positively Ageless Skin Strengthening Hand Cream Aveeno Hand Creams/Lotions  $6.99
Poor Clear Complexion Foaming Cleanser Aveeno Cleansers/Soaps  $6.99 6.00 fl. oz.
Best Stress Relief Body Wash Aveeno Body Soaps/Washes  $6.99 12.00 fl. oz.
Average Ultra-Calming Makeup Removing Wipes Aveeno Cleansing Cloths  $6.99 25.00 wipes
Good Daily Moisturizing Foaming Bath (Discontinued) Aveeno Body Soaps/Washes  $6.99 10.00 fl. oz.
Average Positively Radiant Daily Cleansing Pads Aveeno Cleansing Cloths  $6.99 28.00 pads
Poor Skin Relief Moisturizing Lotion with Cooling Menthol (Discontinued) Aveeno Body Lotions/ Creams/Balms/Butters  $6.99 8.00 fl. oz.
Average Positively Nourishing Body Wash–Smoothing Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
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