Anew Reversalist Illuminating Eye System (Discontinued)

by Avon  Anew
$30 - 0.59 fl. oz.
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Skin Care > Retinol Products > Eye Moisturizers
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With all of the eye creams and serums Avon sells, it’s shocking any of us still have any eye-area problems to complain about. After all, if they worked as claimed, wrinkles, sagging skin, dark circles, and puffiness would be distant memories. Of course, that’s not the case, but it doesn’t stop Avon from continuing to churn out more eye-area products with ever-more-tempting claims. This time around it’s about treating very dark undereye circles while dramatically reversing wrinkles. In order to accomplish this, Avon provides two products in one jar package (hint: the jar packaging isn’t good news for the formula or for daily hygiene). The Eye Cream is a silky moisturizer that contains a synthetic antioxidant (thiodopropionic acid) Avon uses in several products. Several antioxidant plant extracts are also included, but none of them are proven to do a thing for wrinkles or dark circles. What’s more, any potency these ingredients may have will be steadily decreased because of jar packaging. At best, the Eye Cream will smooth superficial lines and improve skin’s texture—something almost any moisturizer will do.

Part 2 of this product is the use-when-needed Veil. This is little more than a thick, silicone-enhanced moisturizer whose spackle-like texture assists the Eye Cream with temporarily filling in superficial lines around the eye. It has a brightening effect on dark circles due to the cosmetic pigments it contains; however, this effect isn’t as convincing as using a good concealer for dark circles. This “illuminating” system ends up being an OK option for all skin types, but is pricey for what you get.

Brightens even your darkest undereye area. Two-part eye system with Activinol Eye Technology. Helps reactivate skin’s repair processes and dramatically reverse visible wrinkles. Instantly: eye area appears more luminous. In 4 weeks: dramatically reduces the look of fine wrinkles. Sheer veil with potent skin brighteners. Illuminates undereye area instantly. Use after eye cream and reapply as needed. Eye cream: visibly repairs dark, circles, fine lines and wrinkles over time. Use twice a day all over eye area.

Eye Cream (0.5 ounce): Water, Cyclopentasiloxane, Butylene Glycol, Thiodopropionic Acid, Polymethyl Methacrylate, Silica, Petrolatum, Cetyl PEG/PPG-10/1 Dimethicone, PEG/PPG-18/18 Dimethicone, Thiazolylalanine, Sesbania Grandiflora Flower Extract, Amorphophallus Campanulatus Rhizome/Root Extract, Punica Granatum Fruit Juice, Palmitoyl Lysyl Aminovaleroyl Lysine, Glycine Max (Soybean) Symbiosome Extract, Dimethicone, Dimethicone Crosspolymer, Urea, Hydrogenated Lecithin, Trimethylsiloxysilicate, Cholesterol, Sodium Hydroxide, Imidazolidinyl Urea, Methylparaben, Disodium EDTA Veil (.09 ounce): Dimethicone, Isohexadecane, Aluminum Starch Octenylsuccinate, Polyethylene Dimethicone Crosspolymer, Polymethyl Methacrylate Dilauryl Thiodipropionate, Thiazolylalanine, Sesbania Grandiflora Flower Extract, Amorphallus Campanulatus Rhizome/Root Extract, Punica Granatum Fruit Juice, Palmitoyl Lysyl Aminovaleroyl Lysine, Dimethicone/Vinyl Dimethicone Crosspolymer, Silica, Tocopherol, Ethylhexylglycerin, Phenoxyethanol, BHT, Mica, Titanium Dioxide, Iron Oxides

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.

Member Comments

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  1. Anonymous
    Reviewed on Friday, May 02, 2014
    • Recommend
      4 / 4
    • Value
      4 / 4
    • Results
      4 / 4
    Inconsistent Reviews
    • If you search other reviews such as (all consumers that have no affiliation w/ the brand and will not profit from it's success) rated the product a 4.5/5 and 100% would repurchase. One reviewer reported, "It makes my undereyes so moisturized and soft, decreases wrinkles and I've noticed my dark circles have seriously disapeared." Another said, "this cream is light, moisturizing, reduce puffines and illuminates my eye area!" Is it really as bad of a product as you make it out to b

    Paula's Choice Research Team Response
    Replied on: Friday, May 02, 2014

    Hello, and thank you for your comments! While this product may be positively reviewed elsewhere (and indeed, others might find its effects are satisfactory for them), we based its average rating largely on the container it's in. The jar packaging means any of the beneficial ingredients contained in this product will deteriorate over time, even if they do work wonderfully initially!

    —Paula's Choice Research Team

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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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