Aveeno

Aveeno At-A-Glance

Strengths: Very good range of sunscreens that include avobenzone for UVA protection; fantastic body washes; good baby-care products; many of the body-care products are great for sensitive, dry skin.

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; no products to address hyperpigmentation; no toners.

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
Good Positively Ageless Daily Exfoliating Cleanser Aveeno Scrubs  $9.99 5.00 fl. oz.
Average Positively Ageless Firming Body Lotion Aveeno Anti-Cellulite/Firming Products  $8.99 8.00 fl. oz.
Average Positively Ageless Skin Strengthening Hand Cream Aveeno Hand Creams/Lotions  $6.99
Average Positively Ageless Youth Perfecting Moisturizer SPF 30 Aveeno Moisturizer with Sunscreen  $19.99 2.50 fl. oz.
Good Positively Nourishing Body Wash–Antioxidant Infused, Blackberry + Vanilla (Discontinued) Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Good Positively Nourishing Body Wash–Antioxidant Infused, White Peach + Ginger Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Good Positively Nourishing Body Wash–Calming Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Good Positively Nourishing Body Wash–Energizing (Discontinued) Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Good Positively Nourishing Body Wash–Hydrating Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Average Positively Nourishing Body Wash–Smoothing Aveeno Body Soaps/Washes  $6.99 16.00 fl. oz.
Good Positively Radiant Brightening Cleanser Aveeno Cleansers/Soaps  $6.99 6.70 fl. oz.
Good Positively Radiant Cleanser Aveeno Cleansers/Soaps  $7.49 6.70 fl. oz.
Good Positively Radiant Exfoliating Body Wash (Discontinued) Aveeno Body Soaps/Washes  $7.32 12.00 fl. oz.
Average Positively Radiant Makeup Removing Cleanser (Discontinued) Aveeno Cleansers/Soaps  $7.99 2.50 fl. oz.
Good Positively Radiant Skin Brightening Daily Scrub Aveeno Scrubs  $6.59 5.00 fl. oz.
Poor Positively Radiant Tinted Moisturizer SPF 30 Aveeno Tinted Moisturizer w/ Sunscreen  $14.99 2.50 fl. oz.
Average Positively Radiant Triple Boosting Serum (Discontinued) Aveeno Serums  $15.79 1.70 fl. oz.
Average Protect + Hydrate Lotion Sunscreen with Broad Spectrum SPF 30 Aveeno Moisturizer with Sunscreen  $9.99 3.00 fl. oz.
Average Protect + Hydrate Lotion Sunscreen with Broad Spectrum SPF 50 Aveeno Moisturizer with Sunscreen  $9.99 3.00 fl. oz.
Best Skin Relief Body Wash (Discontinued) Aveeno Body Soaps/Washes  $8.79 12.00 fl. oz.
Poor Skin Relief Body Wash, Fragrance-Free Aveeno Body Soaps/Washes  $8.79 12.00 fl. oz.
Poor Skin Relief Calming Lotion with Cooling Action Aveeno Body Lotions/ Creams/Balms/Butters  $8.29 7.00 fl. oz.
Poor Skin Relief Moisturizing Lotion with Cooling Menthol (Discontinued) Aveeno Body Lotions/ Creams/Balms/Butters  $6.99 8.00 fl. oz.
Good Skin Relief Overnight Cream Aveeno Body Lotions/ Creams/Balms/Butters  $9.39 7.30 fl. oz.
Average Smart Essentials Anti-Fatigue Eye Treatment Aveeno Eye Moisturizers  $11.99 0.27 fl. oz.
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