Anew Ultimate Contouring Eye System (Discontinued)

by Avon  Anew
$32 - 0.59 fl. oz.
Average Read Member Comments
Add To Faves»

Want to buy this product?

Skin Care > Retinol Products > Eye Moisturizers
Last Updated:
Jar Packaging:
Tested On Animals:

Avon is back with yet another duo they claim will prevent the skin around your eyes from aging. (We guess the other products they launched for this problem didn’t work.) As you may well suspect, nothing about this two-part product has the power to “reshape, repair, and recontour” your eye area—this isn’t an eye-lift in a jar, and neither formula should be packaged in a jar in the first place!

One part of the dual-sided jar contains Concentrated Elixir. This non-aqueous moisturizer has an emollient silkiness and contains enough silicone and wax to serve as a temporary spackle for lines around the eyes. How long the effect lasts depends on how expressive you are and on what else you apply to the eye area (e.g., foundation, concealer). Concentrated Elixir contains the plant oil from Perilla ocymoides. Although this oil is a great source of fatty acids for skin and has been shown to have an anti-inflammatory effect when consumed, it is also known to cause contact dermatitis. This is attributed to two constituents present in the oil: 1-perillaldehyde and perillalcohol (Source: Avon would’ve done better to include a non-problematic oil, such as evening primrose or borage.

The Elixir also contains several ingredients that will quickly lose their potency thanks to the jar packaging. This includes a form of retinol mixed with liquid silicone (retinoxytrimethylsilane), which is really disappointing.

The second part of the product is labeled Intensive Repair Cream. It is neither intensive nor reparative in the least because it contains nothing more than water, slip agents, gel-based thickener, preservatives, and iron oxides for color, all-in-all a formula that would have been considered antiquated even 20 years ago.

Taken together, Anew Ultimate Contouring Eye System is a mediocre system with the additional misfortune of being stuck in a jar. None of the antioxidants, retinol, or peptides can reduce undereye bags or sagging skin, nor can they restore elasticity. Avon really needs to rein in their claims, but then again, why should they—women seemingly love to believe what they are told about the skin-care products they buy.

Unlock the power to reshape, repair & recontour your eyes. Concentrated Elixir 2X the level of an intensive densifying ingredient to help reduce the look of undereye bags and fat pockets. Use PM, under eye only, over Intensive Repair Cream. Intensive Repair Cream Formulated to restore elasticity as it reduces and firms. Use AM & PM, over entire eye area.

Concentrated Elixir (.09 ounce): Isononyl Isononanoate, Petrolatum, Dimethicone, Ethylhexyl Palmitate, Ozokerite, Silica, Dimethicone Crosspolymer, Hdi/Trimethylol Hexyllactone Crosspolymer, Polyethylene, Dilauryl Thiodipropionate, Polymethyl Methacrylate, Perilla Ocymoides (Beefsteak Plant) Seed Oil, Retinoxytrimethylsilane, Phytol, Eclipa Prostrata Extract, Humulus Japonicus Flower/Leaf/Stem Extract, Palmitoyl Tetrapeptide-10, Heptapeptide-6, Palmitoyl Lysyl Aminovaleroyl Lysine, Glycine Soja (Soybean) Seed Extract, Daucus Carota Sative (Carrot) Root Extract, Coffea Arabica (Coffee) Seed Oil, Palmitoyl Oligopeptide, Glycine Soja (Soybean) Oil, C12-15 Alkyl Benzoate, Tribehenin, Tocopherol, Ceramide 2, PEG-10 Rapeseed Sterol

Intensive Repair Cream (.5 ounce): Water, Glycerin, Butylene Glycol, Cetearyl Alcohol, Neopentyl Glycol Diheptanoate Butyrospermum Parkii (Shea Butter), Hydrogenated Polyisobutene, Petrolatum Dilauryl Thiodipropionate, Perilla Ocymoides Seed Oil, Polymethyl Methacrylate, Phytol Thiodipropionic Acid, Eclipta Prostrata Extract, Humulus Japonicus Flower/Leaf/Stem Extract, Palmitoyl Tetrapeptide-10, Heptapeptide-6, Palmitoyl Lysyl Aminovaleroyl Lysine, Glycine Soja (Soybean) Seed Extract, Daucus Carota Sativa (Carrot) Root Extract, Coffea Arabica (Coffee) Seed Oil, Punica Granatum Fruit Juice, Palmitoyl Oligopeptide, Crataegus Monogina Fruit Extract, Foeniculum Vulgare (Fennel) Seed Extract, Superoxide Dismutase, Ceramide 2, Saccharomyces Lysate Extract, Coffea Arabica (Coffee) Seed Extract, Ilex Paraguariensis Leaf Extract, Foeniculum Vulgare (Fennel) Fruit Extract, Saccharomyces Ferment Filtrate, PEG-10 Rapeseed Sterol, Cetyl Hydroxyethylcellulose Lactoferrin, Phospholipids, Glyceryl Polymethacrylate, Behenyl Alcohol, PEG-60 Almond Glycerides, Ceteareth-20, Cetearyl Glucoside, Ozokerite, Tocopherol, Polysorbate 60 Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, C12-15 Alkyl Benzoate Polysorbate 20, Tribehenin, Propylene Glycol, Ethoxydiglycol, Squalane, Carbomer Potassium Hydroxide, Disodium EDTA, Methylparaben, Propylparaben, Imidazolidinyl Urea

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

Write A Review»

No members have written a review yet. Be the first!

You May Also Like These Products From Paula's Choice

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:

View Media Highlights


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.

PCWEB-WWW4 v1.0.0.287
Skip to Top of Page
FREE SHIPPING | FREE RESIST Moisturizer with $50 Purchase

Create an Account

Create Account»
  • »

New Customers

You will have the option to create an account after you have submitted your order.