This slightly fragranced liquid foundation replaces Avon’s former Perfect Wear ExtraLasting Liquid Foundation. The former version’s sunscreen was rated SPF 15 while this new version has a below-standard SPF 12. Oddly, the concentration of the active ingredient (titanium dioxide) is higher in the new version than it was in the original. But regardless of percentage differences, it’s the SPF rating you need to consider, and SPF 12 is a bit of a letdown.
Also a letdown is that this foundation’s colors go on much different than they appear in the glass bottle. What looks neutral in the bottle tends to turn peach or orange as it sets, so finding the right color is more of a challenge than usual.
This has a very silky, initially thick texture that blends easily and leaves a soft, satin matte finish. You’ll get light to medium coverage but the formula can magnify lines and wrinkles unless blended on sheer. Overall, this foundation is best for normal to oily or combination skin.
Among over a dozen shades, there are some shades worth avoiding. They include Pure Beige, Creamy Natural, Soft Honey, and Sable (too peach) plus Caramel and Natural Tan (both slightly peach). Dark Cocoa is excellent for women of color, and there are other good options for darker and fair to light skin tones. Those with medium to tan skin tones will have the most trouble finding a great match.
Active: Titanium Dioxide 5.39%; Other: Water, Cyclopentasiloxane, Dimethicone, Dipropylene Glycol, Glycerin, PEG-10 Dimethicone, Nylon-12, Polymethyl Methacrylate, Trisiloxane, Methyl Trimethicone, Acrylates/Dimethicone Copolymer, Sodium Chloride, Quaternium-90, Bentonite, C30-45 Alkyl Cetearyl Dimethicone Crosspolymer, Aluminum Hydroxide, Caprylyl Glycol, Stearic Acid, Phenoxyethanol, Tetrasodium EDTA, Propylene Carbonate, Hexylene Glycol, Cellulose, Trifluoromethyl C1-4 Alkyl Dimethicone, Fragrance, Triethoxycaprylylsilane, Glyceryl Rosinate, Octyldodecyl Myristate May Contain: Titanium Dioxide, Iron Oxides.
Strengths: Broad-spectrum sun protection from most of the SPF products; a selection of good cleansers, moisturizers, and serums; a phenomenal concealer and a handful of other excellent makeup products at bargain prices; the company provides complete ingredient lists on its Web site and offers some of the most helpful Customer Service associates in the industry.
Weaknesses: The Clearskin products are mostly irritating and poor choices for anyone battling blemishes; the Anew Clinical lineup isn’t as impressive as its made out to be; an overreliance on jar packaging diminishes the antioxidants found in many Avon moisturizers; endless, unnecessarily repetitive moisturizers with exaggerated, outlandish claims; some of the foundations look unnatural.
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,
As a major international cosmetics company,
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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.
The Beautypedia and Paula’s Choice Research teams have one mission: To help you find the best products for your skin, whether they’re from Paula’s Choice or another brand. By combining efforts, we’re able to share scientific research and remain committed to the highest standards based on our decades of experience objectively reviewing thousands upon thousands of skincare and makeup formularies in all price ranges.
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