Anew Ultimate Age Repair Cream Cleanser (Discontinued)

by Avon  Anew
Price:
$14 - 4.2 fl. oz.
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Category:
Skin Care > Cleansers (including Cleansing Cloths) > Cleansers/Soaps
Last Updated:
12/11/2012
Jar Packaging:
No
Tested On Animals:
Yes

The big claim for this cleanser is that it hydrates for hours without leaving a greasy residue. If it worked in this manner, then Avon would have to admit that women with dry skin wouldn’t need any of their moisturizers; after all, if you’ve already hydrated your skin with your cleanser, why would you use a moisturizer. But, of course, that’s not the case, and Avon isn’t really selling this cleanser as a standalone option for aging skin; there are other products you’re supposed to buy.

What about the Pro-Sirtuin technology Avon mentions in their ads and on their web site? Sirtuins are proteins in skin that work to regulate and control certain cellular interactions and events, which is why they’re often referred to as information regulators. Their anti-aging connection has to do with how they regulate aging. It is believed that if certain sirtuins can be modified to work against the mechanisms of aging, then the results might be visible on skin (think fewer wrinkles, less sagging, and greater resiliency).

There is no research showing you can manipulate sirtuins in skin in any way as claimed. Yes, sirtuins are being researched for ways to control age-related degenerative diseases, but that research is in its infancy. Of course, that never stops cosmetics companies from making nonexistent research look real.

What does seem promising is that topical application of specific sirtuins derived from yeast and the red grape component resveratrol (Avon doesn’t use either source) seem to have a protective effect on skin in the presence of oxidative and ultraviolet light stress (think pollution, sun damage, and the air we breathe).

Having said all that, the only thing you’re getting with this product is a standard, emollient cleansing lotion for normal to dry skin that’s not prone to breakouts. Most will find this works very well to remove makeup, but also will find it necessary to use a washcloth, as it does leave a residue. Of course, this isn’t the ultimate cleanser and, like most Anew products, its claims are firmly rooted in fantasy.

Hydrates for hours with no greasy residue. Luxurious, creamy cleanser gently yet effectively removes impurities, as it helps condition skin. Formulated with Pro-Sirtuin TX Technology, it continually hydrates for hours without leaving a greasy residue. Skin feels radiantly clean and richly moisturized. Suitable for sensitive skin. Dermatologist-tested. Allergy-tested.

Water, Isopropyl Palmitate, Caprylic/Capric Triglyceride, Butylene Glycol, Glycerin, Glyceryl Stearate, PPG-2 Myristyl Ether Propionate, Ethylhexyl Hydroxystearate, Eclipta Prostrata Extract, Humulus Japonicus Flower/Leaf/Stem Extract, Heptapeptide-6, Palmitoyl Lysyl Aminovaleroyl Lysine, Palmitoyl Tetrapeptide-10, Hydrolyzed Silk, Hydrolyzed Wheat Protein, Retinyl Palmitate, Magnesium Ascorbyl Phosphate, Tocopheryl Acetate, Cetyl Alcohol, Cetearyl Alcohol, Cetyl Esters, Cetyl Ricinoleate, Elaeis Guineensis (Palm) Oil, Ceteareth-20, Carbomer, Choleth-24, Simmondsia Chinensis (Jojoba) Seed Oil, Sodium Myristoyl Glutamate, Ceteth-24, Sodium Hydroxide, Panthenol, Sodium Stearate, Helianthus Annuus (Sunflower) Seed Oil, Disodium EDTA, Methylparaben, Benzyl Alcohol, Fragrance, Yellow 10, Red 33

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.

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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