The best thing about this lightly creamy daytime moisturizer with sunscreen for normal to dry skin is that it provides reliable broad-spectrum sun protection.
Sadly, the formula contains more fragrance than state-of-the-art anti-aging ingredients—but, given the relatively low price, the lack of beneficial ingredients is almost forgivable. What we can't forgive is the amount of fragrance included, which is definitely cause for concern, as we explain in the More Info section. It's worth noting that mixing fragrance with the active ingredients this product contains increases the likelihood of both ingredients—the sunscreen ingredients and the fragrance—being sensitizing, especially if you plan to apply this around your eyes (and the eye area needs sun protection).
Turning to the packaging; the fact that this formula is packaged in a jar isn't good news for the light- and air-sensitive ingredients it contains, as we explain in the More Info section.
Avon's Amethyst Mineral Complex is really a mix of amethyst ferment along with other mineral ferments, such as copper, magnesium, and zinc. Fermentation of minerals is a process that involves bacteria and/or fungus breaking the mineral down in such a way that it becomes more bioavailable for absorption into the skin. There is some research showing that mineral ferments can have wound-healing and collagen-producing benefits, but amethyst is not one of the minerals shown to have this benefit. One more point: While ferments can be good ingredients, they aren't the best, and we would never recommend you rely on them as your source for anti-aging benefits. The skin is a complex organ, so you cannot rely on any one ingredient—no matter how good it is—to keep your skin healthy.
Your skin deserves more than this product can provide, so if you can extend your beauty budget a little bit, there are lots of daytime moisturizers whose formulas are significantly better.
- Provides broad-spectrum sun protection.
- Contains a small amount of beneficial ingredients.
- Contains more fragrance than state-of-the-art ingredients.
- The amethyst as a mineral doesn't have any research showing it has benefit for the skin.
- Jar packaging won't keep the tiny amount of beneficial ingredients stable once opened.
The fact that this product is packaged in a jar means the beneficial ingredients won't remain stable once it is opened. All plant extracts, vitamins, antioxidants, and most other state-of-the-art ingredients break down in the presence of air, so once a jar is opened and lets the air in these important ingredients begin to deteriorate. Jars also present a hygiene issue because even if you wash your hands or use a spatula to remove the product, you're introducing bacteria that causes further breakdown of key ingredients (Sources: Free Radical Biology and Medicine, September 2007, pages 818–829; Ageing Research Reviews, December 2007, pages 271–288; Dermatologic Therapy, September-October 2007, pages 314–321; International Journal of Pharmaceutics, June 12, 2005, pages 197–203; Pharmaceutical Development and Technology, January 2002, pages 1–32; International Society for Horticultural Science, www.actahort.org/members/showpdf?booknrarnr=778_5; and www.beautypackaging.com/articles/2007/03/airless-packaging.php).
Infused with nutrient-rich Amethyst Mineral Complex. Helps skin look younger and healthier as fine lines appear to fade. Suitable for sensitive skin.
Active: Octinoxate: 7.12%, Octisalate 4.75%, Oxybenzone 2%, Avobenzone 2%; Inactive Ingredients: Water/Eau, Ethylhexyl Methoxycinnamate, Ethylhexyl Salicylate, Butylene Glycol, Cetearyl Alcohol, Isononyl Isononanoate, Dimethicone, Benzophenone-3, Butyl Methoxydibenzoylmethane, Silica, Dilauryl, Thiodipropionate, Polymethylsilsesquioxane, Trisiloxane, Cetearyl Glucoside, Phenoxyethanol, Mica, Ceteareth-20, Titanium Dioxide, Caprylyl Glycol, Parfum/Fragrance, Carbomer, Disodium EDTA, Kaempferia Galanga Root Extract, Sodium Hydroxide, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Xanthan Gum, Choleth-24, Glycerin, Ceteth-24, Saccharomyces/Calcium Ferment, Amethyst Extract, Glycine Soja (Soybean) Seed Extract, Saccharomyces Ferment Lysate Filtrate, Daucus Carota Sativa (Carrot) Root Extract, Saccharomyces/Copper Ferment, Saccharomyces/Potassium Ferment, Saccharomyces/Magnesium Ferment, Saccharomyces/Zinc Ferment, Saccharomyces/Manganese Ferment, Saccharomyces/Iron Ferment, Saccharomyces/Silicon Ferment, Palmitoyl Oligopeptide, Palmitoyl Tetrapeptide-7
The last few years have been an interesting time for the world's largest direct seller. Avon is sold in 120 countries and has an enormous range of products that goes beyond skin care and makeup, all sold by five million Avon representatives racking up annual sales of over $8 billion (Source: www.avoncompany.com). Yet due to several quarters of lackluster or poor financial performance, the company announced a multiyear restructuring plan in 2006. The anticipated cost of these changes is upwards of $500 million, which includes downsizing underperforming areas and focusing on remarketing their star products. In recent years, those key products have had "cosmeceutical" appeal, with claims that have gone beyond reality (but overexaggerated claims sell big in the cosmetics industry).
The Anew Clinical line ushered in several products claiming to work like (or, in some instances, better than) cosmetic corrective procedures. Whether you are considering laser treatments, Botox, Thermage, collagen injections, or even liposuction, the ads for Anew Clinical were designed to make you rethink that decision.
It is definitely impressive that Avon invested $100 million on a state-of-the-art research and product development facility in New York, but despite some innovative products that compete with the best of the best (typically for much less money), no cosmetics company has (or will) produce skin-care products that rival or beat the results obtainable from medical procedures. It's admittedly easier to slather on a cream or stroke a pad over your face than to make an office call and shoulder the expense for a cosmetic corrective procedure, but in this case convenience and savings don't equal—or even come close to—comparable results. And lest we forget, despite the onslaught of so-called cosmeceutical products claiming to mimic the results such procedures provide, the number of these procedures being performed increases each year. If any of these works-like-(insert cosmetic corrective procedure here) products did work, the number of procedures would be declining, not rising.
The National Advertising Division (NAD) took issue with several claims Avon made in ads for their Anew Clinical products (Source: www.nadreview.org/default.asp?SessionID=1149178&DocType=1&CaseType=1). In some cases, Avon reworded their claims in ad reprints, while in others they "respectfully disagreed" with the NAD conclusions but agreed to take their comments into consideration for future ads. We'll see how this turns out, but, based on their current ads, the message remains that Anew Clinical products are at the forefront of making cosmetic corrective procedure results as easy as calling your Avon representative and reciting your credit card number.
As a major international cosmetics company, Avon has several initiatives in place that prove its commitment to women and the environment. Whether donating to women's health concerns (most notably breast cancer), surpassing environmental regulations, or financially supporting alternative methods to animal testing, Avon's principles are responsible and admirable. If you pay attention to the best of what they have to offer, you will not only be supporting Avon's mission to improve the lives of women but also gaining some wonderful products, making it a win-win situation.
The bad news is that unless you know what you want and order from Avon's Web site, dealing with an Avon representative tends to be a frustrating experience. Try as they might, most of them are mere order-takers. They cannot keep up with the product assortment, sales, and changes that occur between Avon's "campaigns." One of the representatives we dealt with was quite frank about how much she didn't know, and mentioned that they are not kept as up-to-date as they should be, not to mention the haphazard assortment of testers or samples available. On the flipside, Avon is a wonderful mail-order company should you need to return or exchange products. Unlike companies with a similar business model (Arbonne comes to mind), Avon makes the process smooth and hassle-free, with a "if you're not happy, we're not" motto that epitomizes outstanding customer service.
For more information about Avon, call (800) 500-AVON or visit www.avon.com.
If you've been noticing more magazine and television ads for Avon recently, it's no accident. According to an article in the November 21, 2005, issue of The Rose Sheet, Avon's ad spending through 2008 will reach "historical heights" due in part to the brand's flat performance the past couple of years. Avon's CEO Andrea Jung admitted that the company's makeup business has struggled due to increased competition, a point we wholeheartedly agree with. Avon may be viewed as a skin-care innovator, but when it comes to makeup they're more follow-the-leaders than trail blazers. Admittedly, their foundations, powders, blush, and lipsticks have smoother, more state-of-the-art textures than ever, but with few exceptions none of them are setting a precedent that other, more innovative companies are likely to follow.
You will find some outstanding Avon makeup products to consider, but perhaps due to the sheer size of the collection there are far too many mediocre products, especially among the eyeshadows, pencils, and mascaras. Given that Avon isn't as easy to obtain as comparable products at your local drug or department store, many of the makeup items end up being a tough sell. After all, who wants to go out of their way for average products? Turning to what Avon does really well, you'll find their loose and pressed powders have amazingly silky textures and natural finishes. Their blushes are wonderful, and a few of the lipsticks and foundations are definitely worth talking about with enthusiasm. Another positive point is that Avon regularly discounts their makeup, often upwards of 50% during any given campaign (Avon's campaigns run for two weeks and the specials change each time). If you shop at the right time, the best of Avon color can be yours for less than you'd pay for most low-cost drugstore makeup.