Anew Clinical Crow’s Feet Corrector (Discontinued)

by Avon  Anew Clinical
$29 - 0.66 fl. oz.
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Skin Care > Specialty Products > Wrinkle Fillers
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Here’s another Avon product proclaiming that it can save you from the pain, time, and expense of cosmetic corrective procedures. There is nothing in this product that can remotely duplicate what a cosmetic dermatologist or plastic surgeon can do. The notion is as ludicrous as it is seductive, but it’s all flash and dash, and that’s bad for your skin and budget.

This product involves two steps and is packaged in a sleek, dual-sided pen-like component. Before I discuss each product’s formula, you need to know that in no way is this even vaguely akin to having skin (and wrinkles) resurfaced with lasers. Even Avon doesn’t believe that, or why would they continue to sell dozens and dozens of other serums and eye creams claiming to get rid of wrinkles? If this product worked as claimed, anyone concerned with wrinkles around the eye could use it for a short time and need nothing else, but that’s not the case.

Step 1 is the Gentle Resurfacer. This water-based fluid dispenses from an angled tip. You’re directed to massage eye-area wrinkles for one minute three times per week. It contains mostly water, slip agents, film-forming agents (think hairspray), mushroom extract, thickeners, preservatives, and cosmetic pigments. It is an ordinary, almost silly formula given the claims, and it doesn’t resurface skin. Rubbing the skin is far more exfoliating in itself than anything this product provides. The coloring agents do provide a brightening effect, but that’s a cosmetic effect, it isn’t skin care. By the way, massaging wrinkles won’t improve their appearance. If anything, manipulating the thin skin around the eyes can lead to sagging because it stretches the elastin in skin and makes wrinkles more pronounced.

Step 2 is the Crease Filler. This is what Avon claims will reduce the length, depth, and number of crow’s feet around the eyes. It contains mostly water, slip agent, a silicone polymer that has a soft spackle effect on wrinkles, emollient thickeners, and plant extracts. Not a single ingredient in this product can mimic the results of laser treatments; it isn’t even a very interesting formula in terms of stimulating collagen production, repairing skin’s barrier, or protecting from free-radical damage, three critical elements of great skin care. At best, this can temporarily fill in superficial lines around the eyes. Deep lines (the kind that you can still see even when your face is expressionless) will see no improvement. This gimmicky product is a waste of time and money.
The first 2-in-1 treatment to resurface & visibly fill crow's feet… at home. Professional crow’s feet laser treatments can be painful and costly (up to $2000 per treatment). Anew Clinical Crow’s Feet Corrector is a specialized eye treatment system uniquely formulated to smooth out and fill in lines around the delicate eye area — no doctors, no lasers. IN JUST 3 DAYS crow's feet lines look plumped out and leveled. OVER TIME 100% of women showed a reduction in the length, depth and number of crow's feet wrinkles.
Step 1: Gentle Resurfacer Water, Glycerin, Pentylene Glycol, Polyacrylate-13, Decyl Glucoside, Peg-8, Portulaca Oleracea Extract, Sodium Polyacrylate, Polyisobutene, Polysorbate 20, Sorbitan Isostearate, Butylene Glycol, Propylparaben, Methylparaben, Methylparaben, Titanium Dioxide, Iron Oxides Step 2: Crease Filler Water, Butylene Glycol, Glycerin, Vinyl Dimethicone/Methicone Silsesquioxane Crosspolymer, Cocoglycerides, Cetearyl Alcohol, Caprylic/Capric Triglyceride, Caprylic/Capric/Stearic Triglyceride, Dilauryl Thiodipropionate, Eclipta Prostrata Extract, Punica Granatum Fruit Juice, Portulaca Oleracea Extract, Hydrolyzed Hibiscus Esculentus Extract, Daucus Carota Sativa (Carrot) Root Extract, Foeniculum Vulgare (Fennel) Fruit Extract, Medicago Satica (Alfalfa) Extract, Palmitoyl Oligopeptide, Ceramide 2, Silica, Ceteareth-20, Cetearyl Glucoside, Propylene Glycol, C12-15 Alkyl Benzoate, Tribehenin, Peg-10 Rapeseed Sterol, Sodium Polyacrylate, Carbomer, Potassium Hydroxide, Disodium Edta, Phenoxyethanol, Propylparaben, Methylparaben

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: 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: 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

Avon Makeup

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.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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