Avon’s latest advances in the skin care fight against aging is called  ANEW Reversalist with Avon’s breakthrough Activinol technology.   The line currently has a cleanser, serum, day cream with SPF 25, a night cream and an illuminating eye system.  The Reversalist line is aimed to the 40+ age range. 

Recently I had the opportunity to discuss the new products with Anthony D. Gonzalez, a Senior Manager, Global Skin Care Product Development, and Global Research & Development with Avon.   Mr. Gonzalez has quite a remarkable bio with 9 patents, contributing to the book Sunless Tanning and Tanning Accelerators and has won countless awards in his research.  Here’s what Mr. Gonzalez had to say about Reversalist:

What can you tell us that you and your research team has learned about our skin?    We sent a bio-scientist discovery team to find out what’s being done in the skin care world.   They took a look at the aging process, but began thinking about it differently.   The aging that shows on our faces is an accumulation of micro damage over time, more on a molecular level.   Our skin is never perfect as it is when it’s new.   Aging begins deep down at a lower level, accumulating over time.  Damage can begin when we are in our teens and twenties, but on the surface the skin can still look good when we’re that age.   The damage that is done below the skin when we’re younger shows up on the surface of our skin as we age.

What is this Activinol technology in Revesalist- in laymans terms?  Activin is a protein deep in the layers of the skin and Activinol stimulates Activin.   We’ve studied this through biopsies that have been done on skin – in a deeper level of skin.  Activin has been known to stimulate wound healing and increase collagen.   Which getting to the deep layers of skin helps to make the outer layer of skin less wrinkled and appear more youthful. 

Can you tell me what is the main target of Reversalist?   There are 3 key targets that Reversalist benefits and they are; loss of firmness, wrinkles and discoloration.  We’re trying a different approach; you know how when you work out and if you do the same exercise over and over your body gets used to it and you might not see any benefit after time.   Well this is like circuit training for your skin.  It’s like a new exercise to trigger new results in your skin care regimen.

How can Avon come out with a skin care product that is so reasonably priced compared to other companies? Can a $30 jar of skin care be as effective as a $200 jar?   We look at many things, first we have our own team of scientist rather than outsourcing, which helps to keep costs down.   Also we look at product ingredients, others may claim it has an exotic ingredient from far away that may be the key ingredient in the product.   We look at it as, is that exotic ingredient providing any real benefit or is it just an exotic difficult product to obtain?   Just that alone may increase the price dramatically.

Avon claims the Illuminating Eye System instantly reduces the look of dark circles and fine lines and wrinkles around the eyes.  In 2 weeks, fine lines and wrinkles are visibly improved up to 25% and the Day Cream in just 3 days is said to begin reducing the look of wrinkles, in 2 weeks discoloration is visibly improved up to 25% and over time dramatically reduces the look of wrinkles and discolorations and skin looks dramatically tighter.   I currently have a tester using this and will report back to you on their experience.

Avon ANEW Reversalist line is currently available online or through Avon Representatives.