Anti-wrinkle cream ANEW Clinical Pro Line Eraser Treatment from Avon, said to be so effective it has convinced women not to have cosmetic surgery, has gone on sale in the U.S. this month.
During tests, ANEW Clinical Pro Line Eraser Treatment was said to have reduced the signs of ageing in just seven days.
Avon, which is selling the cream for $40, says it contains an ingredient that boosts production of collagen and elastin, which give skin its youthful plumpness and elasticity.
As we age, production of these proteins rapidly slows, leaving us to develop lines and wrinkles.
Avon says A-F33, the cream’s “miracle” ingredient, steps in to stop this slowdown.
Anti-wrinkle cream ANEW Clinical Pro Line Eraser Treatment from Avon is said to be so effective it has convinced women not to have cosmetic surgery
In tests, 69 women aged between 35 and 59 used the ANEW Clinical Pro Line Eraser Treatment cream twice a day for 11 weeks. All claimed their wrinkles had been reduced, with some improvements noticeable in a week.
Some even decided against cosmetic surgery after using it, the firm said.
Dermatologists used a 3D imaging camera to look at the skin’s response and claimed the cream had thickened the epidermis – the outer layer of the skin.
Another test on skin cells suggested they expressed more collagen and elastin after being treated with the cream.
Cheryl Karcher, a New York dermatologist and Avon consultant, told Plastic Surgery Practice that the product would be an ideal alternative to Botox or similar injectables.
“It is something to add to our armamentarium of injectables, lasers and acids and all that we could do in the office,” she said, likening the Avon product to those on the professional market.
“It is more of more of an adjunct to what dermatologists and aesthetic doctors offer,” she added.
A-F33, which stands for Amino Fill 33, is a modified protein discovered by scientists in Princeton, and licensed to Avon.
Anthony Gonzalez from Avon’s research and development department said the ingredient had the power to change the way women look after their skin.
“A-F33 is potentially as game changing in the fight against wrinkles as alpha hydroxyl acids (AHAs) and Retinol were in the 1990s,” he said.
Fans include British actress Anna Friel, 36, who said she noticed “an immediate difference to my skin which appeared smoother with a fabulous glow to it”.
The cream launched earlier this month, and is on sale on the Avon website or from the company’s famous Avon ladies.
This Friday sees the launch of the product in the UK, and thanks to buzz from the U.S., 60,000 are said to have already signed up for it on waiting lists.
Supermodel Miranda Kerr can afford the costliest products on the planet, but last week she revealed that her luminous skin is all down to a slick of rosehip oil.
“I put it on at night and I wake up glowing,” Miranda Kerr said.
Derived from the wild rose bushes that grow high in the Chilean Andes, where the altitude and pollutant-free environment produce the highest quality rosehips, the oil’s benefits have been known by the indigenous population for hundreds of years.
Extracted from the seed of the fruit, it makes an anti-ageing oil that’s more potent – and far cheaper – than the more well-known face oils, such as rose otto.
So just why is it such a wonder oil? Not only is it rich in vitamin C and high in omega 3 and 6 fatty acids, known to heal scar tissue, it’s also a great source of retinoic acid, which studies show reduces the appearance of wrinkles and brightens skin.
This combination means that it’s particularly good for fine lines and pigmentation problems – two of our most common skin complaints.
Extracted from the seed of the fruit, the rosehip oil is an anti-ageing ingredient that’s more potent, and far cheaper, than the more well-known face oils
Another key benefit is its ability to sink into skin without leaving a greasy finish, a common gripe with many facial oils that you can apply only at night for fear of shiny cheeks.
“Rosehip is a dry oil, so it penetrates to the deepest layers of the skin where it regenerates skin cells, producing more collagen and elastin,” explains aromatherapist Denise Leicester, founder of organic skincare brand Ila.
“It’s so light, you can even apply a small amount over make-up to perk up tired office skin, yet it is so moisturizing that studies prove it reduces the appearance of scars and burns, too.
“My inbox is buzzing with women who’ve recently had surgery who say their scars have dramatically reduced after using rosehip.”
It is results like these that prompted Kate Middleton’s facialist, Deborah Mitchell, to add rosehip oil to her signature LIA therapy treatment, which is also a favorite of Gywneth Paltrow and Victoria Beckham.
“Rosehip is perfect for all ages and skin types, including those with sensitive skin conditions like rosacea and acne. I add a drop to moisturizer to boost the results – Kate loves it because it gives skin a luminous glow,” says Deborah Mitchell.
You can even do your own treatment at home.
“Mix 15ml of extra virgin olive oil with one drop of rosehip oil and apply to damp skin for an intensive night treatment,” advises Deborah Mitchell.
And if you’ve had a bad day, then drop a splash in your bath.
“Rosehip lifts your spirits. It releases endorphins that make you smile,” she adds.