Anew Rejuvenate Night Sapphire Emulsion (Discontinued)

by Avon  Anew Rejuvenate
$30 - 1.7 fl. oz.
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Skin Care > AHA Exfoliants > AHA
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The "sapphire" portion of this product's name has nothing to do with the gemstone, but everything to do with this lotion's blue tint, from synthetic dye ingredients, and its blue sparkles, which are characteristics of makeup, not skin-care products. It looks pretty, but it doesn't help your skin! The same is true for the overpowering fragrance—whether synthetic or natural, fragrance is not skin care.

Getting past the color and shine, this product is meant to reduce pores but it doesn't offer much benefit in that regard.

This does contain approximately 4–5% of the AHA glycolic acid , and the pH of 3.6 allows it to function as an exfoliant. This product also has an initially thick, spackle-like gel texture, which may minimize the appearance of pores, but that is a cosmetic benefit, not something you need when you're going to bed.

Adding to this product's woes is the jar packaging, which is a problem for keeping the ingredients stable once it is opened.

  • Contains a potentially helpful amount of the AHA glycolic acid, formulated at a pH to ensure efficacy.
  • Leaves skin feeling silky.
  • Very strong fragrance that lingers (fragrance isn't skin care).
  • Jar packaging limits the efficacy of the antioxidants and peptides.
  • Leaves visible glitter particles on skin.
  • Claims are exaggerated (see More Info below for details).
  • Has a thick application.

More Info:

The main claim for this AHA exfoliant is that it "erases" the look of pores. That's something many consumers want, but no product can really erase pores. Erasing "the look" of pores can definitely be achieved by exfoliation, which this product provides, but there are far better products in far better packaging that can do that for your skin. You also can minimize the appearance of pores by using foundations and "primers" that have this effect, but this is strictly a cosmetic effect.

This product also claims to strengthen pores, but pores aren't "weak" and don't need strengthening. Exfoliation helps reshape pores and that is great for skin, but again, something any well-formulated exfoliant can provide. Plus, a product containing BHA (salicylic acid) would produce even better results for improving the appearance of pores because salicylic acid penetrates directly into the pore and can get to the root of the problem, while AHAs exfoliate only on the surface of the skin.

This product contains some interesting peptides and plant extracts, but their effectiveness is diminished due to the jar packaging. All plant extracts, vitamins, antioxidants, and 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 are unsanitary because you're dipping your fingers into them with each use, adding bacteria, which further deteriorate the beneficial ingredients.

Intense moisture to help your skin look smooth and more refined. Day 1: Pores look smaller and more refined. Day 5: Dramatically smoothes, softens & refines skin texture. Day 10: 81% of women agree, virtually erases the look of pores. Day 14: Skin looks up to 5 years younger. Pore-strength booster designed to help strengthen pores to keep their shape. Sapphire Polypeptide Complex engineered to help replenish skin’s moisture & maintain its youthful structure. Gel formula.

Water, Glycerin, Cyclopentasiloxane, Propylene Glycol, Glycolic Acid, Thiodipropionic Acid, Trioxaundecanedioic Acid, Ethylhexyl Salicylate, Saccharomyces/Copper Ferment, Salicylic Acid, Gossypium Herbaceum (Cotton) Extract, Ecliptatrata Extract, Phytol, Butylene Glycol, Dimethicone Crosspolymer, PEG/PPG-18/18 Dimethicone, Polysorbate 20, Steareth-20, Carbomer, Phenoxyethanol, Disodium EDTA, Palmitoyl Lysyl Aminovaleroyl Lysine, Heptapeptide-6, Saccharomyces/Gold Ferment, Palmitoyl Tetrapeptide-7, Saccharomyces/Magnesium Ferment, Palmitoyl Oligopeptide, Humulus Japonicus Flower Extract, Palmitoyl Tetrapeptide-10, Fragrance, Ammonium Hydroxide, Ferric Ferrocyanide, Titanium Dioxide, Mica, Ext. Violet

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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