Anew Clinical Derma-Full Facial Filling Cream (Discontinued)

by Avon  Anew Clinical
$34 - 1 fl. oz.
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Skin Care > Moisturizers (Daytime and Nighttime) > Moisturizer without Sunscreen
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Tested On Animals:
Reading the claims for Avon’s latest wonder cream (and they launch these at breakneck speed) you just may be tempted to throw out every other Avon product you own—don’t do that, because Avon isn’t going to discontinue those. Clearly they don’t quite trust that this one is the answer in comparison to all the other ones they sell. And the notion that this in any way is akin to injectable fillers is like suggesting a tricycle has a lot in common with a BMW. Give us a break!

There is no way this moisturizer with glycolic acid (AHA) can even slightly approximate the results possible from dermal fillers or other cosmetic corrective procedures a dermatologist performs. This isn’t even as well formulated as other Avon products. Other than the plumping effect, which you’ll get from any moisturizer, you won’t see your face restored to its full, lifted, youthful look; it simply isn’t possible. But, of course, that doesn’t stop companies like Avon from continuing to tempt gullible consumers who are desperate for a solution to an aging face.

We’ve got to get a grip here. Nothing we apply topically can take the place of what happens when a dermal filler is injected into the lower layer (dermis) of skin in a precise, concentrated manner. There are no topical solutions to address the underlying causes of skin sagging. Like many companies making this claim, Avon included sodium hyaluronate, which is the salt form of a popular dermal filler material—hyaluronic acid—that is found in Restylane, Perlane, and Juvederm. As impressive as that sounds, lots of cosmetics companies include the same ingredient (sodium hyaluronate), so the claims would apply to just about any moisturizer with this ingredient. However, even if Avon included hyaluronic acid (the actual ingredient found in the real fillers) in a cosmetic it wouldn’t penetrate through the skin, which is a good thing; you should see what happens to skin when a dermal filler is injected into the wrong area of the face—it isn’t a pretty picture.

What this moisturizer will do is make skin feel silky-smooth, help promote cell turnover, and provide a more even skin tone because it contains an effective amount of glycolic acid (most likely 5%) at a pH that permits exfoliation to occur. The peptides are a nice touch in terms of enhancing skin’s ability to hold moisture, but the antioxidants will degrade due to the jar packaging. This is an OK option for normal to slightly dry skin, but in no way, shape, or form should you consider it“injectable-grade facial filler, now in a cream.”
First for Avon: Injectable-grade facial filler, now in a cream. Restores fullness and definition, fills in contours for a more youthful look.
Water, Dimethicone, Stearyl Dimethicone, Glycolic Acid, Ethylhexyl Salicylate, Trisiloxane, Butylene Glycol, Behenyl Alcohol, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Squalane, Thiodipropionic Acid, Peg-100 Stearate, Phenyl Trimethicone, Polyethylene, Stearyl Alcohol, Sodium Hyaluronate, Phytol, Foeniculum Vulgare (Fennel) Fruit Extract, Palmitoyl Oligopeptide, Palmitoyl Tetrapeptide-7, Gossypium Herbaceum (Cotton) Extract, Daucus Carota Sativa (Carrot) Root Extract, Medicago Sativa (Alfalfa) Extract, Glycerin, Dimethiconol, Propylene Glycol, Choleth-24, Ceteth-24, Steareth-20, Sorbitan Tristearate, Ammonium Hydroxide, Polysorbate 60, Polysorbate 20, Carbomer, Chlorphenesin, Phenoxyethanol

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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