Positively Ageless Youth Perfecting Moisturizer SPF 30
This is an OK lightweight daytime moisturizer with sunscreen for normal to oily or combination skin. It contains stabilized avobenzone for reliable UVA (think anti-aging) protection and the formula wears well under makeup.
Your skin will benefit from the mushroom-based antioxidants this contains, but the formula would be better if it contained a range of plant- and vitamin-based antioxidants. Also needed to help skin look and act younger is a range of skin-repairing and cell-communicating ingredients, so, despite the good broad-spectrum sun protection, this product doesn’t offer much else of significance for younger skin. It does contain fragrance.
- Provides broad-spectrum sun protection that includes stabilized avobenzone for critical UVA screening.
- Lightweight texture wears well under makeup.
- Lacks an impressive blend of anti-aging ingredients to complement and reinforce the anti-aging benefits of sun protection.
- The name is definitely misleading because this product won’t make anyone look positively ageless, nor is it a brilliant formula for “youth perfecting,” at least not any more than any other broad-spectrum sunscreen.
The inactive ingredients are listed in alphabetical rather than descending order. This is permissible by FDA labeling standards because this product is regulated as an over-the-counter drug rather than a cosmetic. The drawback with this approach is that it makes it difficult for consumers unfamiliar with cosmetics formulas to determine the relative amounts of the key ingredients.
Aveeno Positively Ageless Youth Perfecting Moisturizer, with antioxidant Natural Shitake Complex, helps fight the anti-aging sings of sun damage. This hydrating daily moisturizer also contains an advanced SPF 30 complex that protects against aging UVA and burning UVB rays, helping to protect you from future damage from the sun's harmful rays.
Strengths: A few good cleansers and sunscreen products; fantastic Skin Relief Healing Ointment and soothing bath wash products; a handful of well-formulated baby-care products.
Weaknesses: Well-intentioned but ineffective anti-acne products; reliance on a single showcased ingredient (typically soy) that makes their anti-aging products less enticing than the competition; ineffective products to address hyperpigmentation; formulas packaged in a jar wont remain stable.
Beginning with its first product in 1945, Soothing Bath Treatment, still sold today as part of the company's Baby line of products, Aveeno has prided itself on using natural ingredients. In some ways, they were a pioneer in the field, though for years the only natural ingredient of note in their products was oatmeal. Consumer products giant Johnson & Johnson purchased the brand in 1999, and wasted almost no time expanding it. A handful of bar cleansers and bath products were spun off into complete collections of facial-care products and an ever-growing number of body lotions and washes, not to mention shaving gels (Aveeno is one of the few companies whose shaving gels are truly fragrance-free).
Not surprisingly, many of the facial-care products from Aveeno are similar to those from Johnson & Johnsonowned Neutrogena. The differences typically lie in the natural ingredients each brand promotes. A cornerstone ingredient for Aveeno is soy, while Neutrogena has experimented (with varying degrees of success) with copper, retinol, salicylic acid, and melibiose. Overall, Neutrogena has a much larger and more comprehensive selection of products, though their formulas are also more problematic. Aveeno would do well to diversify a bit, or at least acknowledge that it takes more than a single star ingredient to provide superior skin-care products. As is, most of their anti-wrinkle products don't compete favorably with the more well-rounded options, not just from Neutrogena but also from Olay, Dove, and, in some respects, L'Oreal.
Getting back to the issue of soy, you'll see from the reviews it is indeed a helpful ingredient for skinjust not in the same multifaceted, does-everything manner Aveeno touts on each soy-containing product's package. A big proponent for Aveeno's use of soy is dermatologist Dr. Jeannette Graf. She is quoted on Aveeno's web site, stating that "It is now clear that the ability of natural soy to deliver multiple benefits to skin plays a lead role in high performance skin care." That sounds great but it doesn't explain why Aveeno ignores research on countless other antioxidants, skin-identical ingredients, or cell-communicating ingredients, all elements Dr. Graf uses in her separate, namesake product line. Interestingly, with Graf's own products relying on a blend of efficacious ingredients, including soy, it's a good question why she decided to endorse Aveeno's one-note soy products.
The bottom line is that when it comes to shopping for skin-care products at the drugstore, Aveeno, for all its talk of being a leader in "Active Naturals," doesn't have the all-inclusive product assortment needed to take the best possible care of your skin. However, paying attention to their top offerings is time (and money) well-spent!
For more information about Aveeno, owned by Johnson & Johnson, call (866) 428-3366 or visit www.aveeno.com.
About the Experts
The Beautypedia team consists of skin care and makeup experts personally trained by the original Cosmetics Cop and best-selling beauty author, Paula Begoun. We’re fascinated by skin care and makeup products and thrilled when they meet or exceed our expectations, but we’re also disappointed when they fail to perform as claimed, are wildly overpriced, or contain ingredients scientific research has proven can hurt skin.
Our mission has always been to help you find the best products for your skin, no matter your budget or preferences. Beautypedia’s thorough and insightful reviews cut through the hype and provide reliable recommendations for all ages, skin types, and skin tones.