Avon claims Anew Genics Eye Treatment makes your eye area look up to 10 years younger—it doesn't. If you are 20, you aren't going to look 10, but regardless, even if this was a well-formulated product (it isn't), the fact is most eye creams aren't necessary (see More Info to find out why).
This product contains a standard blend of slip agents and thickeners as well as some novel plant extracts and other ingredients, but taken together they don't add up to a must-have eye cream. The anti-aging ingredients won't remain stable and effective once this jar-packaged eye cream is opened (see More Info to learn why jar packaging is a problem).
Adding to this product's woes is the high amount of Perilla seed oil it contains. Related to the mint family, perilla oil is irritating (Source: www.naturaldatabase.com). It has some beneficial components, such as fatty acids and antioxidants, but there are other plant oils that offer these benefits without putting skin at risk of pro-aging irritation. Other problematic plant extracts in this eye cream include fennel and potentially Ilex paraguariensis (related to the mate plant). What a shame Avon commingled beneficial and problematic ingredients, even though none of these ingredients have unique benefits for skin around the eyes.
Why You May Not Need an Eye Cream
Most eye creams aren't necessary. That's either because they are poorly formulated, contain nothing special for the eye area, or come in packaging that won't keep key ingredients stable. Just because the product is labeled as an eye cream doesn't mean it's good for your eye area; in fact, many can actually make matters worse.
There is much you can do to improve signs of aging around your eyes. Any product loaded with antioxidants, skin-repairing ingredients, skin-lightening ingredients, anti-inflammatory ingredients, and effective emollients will work wonders and those ingredients don't have to come from a product labeled as an eye cream.
You would be shocked how many eye creams lack even the most basic ingredients to help skin. For example, most eye creams don't contain sunscreen. During the day that is a serious problem because it leaves the skin around your eyes vulnerable to sun damage and this absolutely will make dark circles, puffiness, and wrinkles worse!
Whatever product you put around your eye area, regardless of what it is labeled, must be well formulated and appropriate for the skin type around your eyes! That may mean you need an eye cream, but you may also do just as well applying your regular facial moisturizer around your eyes.
The fact that this eye cream is packaged in a jar means the beneficial ingredients won't remain stable once it is opened. All plant extracts, vitamins, antioxidants, and other state-of-the-art ingredients break down in the presence of air, so once a jar is opened and lets the air in, these important ingredients begin to deteriorate. Jars also are unsanitary because you're dipping your fingers into them with each use, adding bacteria which further deteriorate the beneficial ingredients (Sources: Free Radical Biology and Medicine, September 2007, pages 818–829; Ageing Research Reviews, December 2007, pages 271–288; Dermatologic Therapy, September-October 2007, pages 314–321; International Journal of Pharmaceutics, June 12, 2005, pages 197–203; Pharmaceutical Development and Technology, January 2002, pages 1–32; International Society for Horticultural Science, www.actahort.org/members/showpdf?booknrarnr=778_5; Beautypackaging.com; and www.beautypackaging.com/articles/2007/03/airless-packaging.php).
Now eyes can look up to 10 years younger. Diminishes the appearance of fine wrinkles and fine crow’s-feet. Eye area feels re-energized and restores the look of youthful brilliance, remarkable smoothness, definition and elasticity.
Water, Glycerin, Cetearyl Alcohol, Butylene Glycol, Neopentyl Glycol Diheptanoate Butyrospermum Parkii (Shea) Butter, Hydrogenated Polyisobutene, Petrolatum, Dilauryl Thiodipropionate, Perilla Ocymoides Seed Oil, Polymethyl Methacrylate, Melicope Hayesii Leaf Extract, Malus Domestica Fruit Cell Culture Extract, Mesyloxybenzyl Isobutylbenzenesulfonamide, Thiazolylalanine, Saccharomyces Ferment Lysate Filtrate Palmitoyl Tetrapeptide-10, Palmitoyl Tetrapeptide-7, Palmitoyl Oligopeptide, Foeniculum Vulgare (Fennel) Fruit Extract, Coffea Arabica (Coffee) Seed Oil, Coffea Arabica (Coffee) Seed Extract, Ilex Paraguariensis Leaf Extract, Ceramide 2, Crataegus Monogyna Fruit Extract Phytol, Tocopherol, Cetearyl Glucoside, Behenyl Alcohol, Ceteareth-20, Diazolidinyl UreaOzokerite, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Carbomer Isohexadecane, Potassium Hydroxide, Disodium EDTA, Thiodipropionic Acid, Polysorbate 60 Glyceryl Acrylate/Acrylic Acid Copolymer, C12-15 Alkyl Benzoate, Tribehenin, Xanthan Gum Caprylyl Glycol, PEG-60 Almond Glycerides, PEG-10 Rapeseed Sterol, Cetyl Hydroxyethylcellulose, Lecithin, Steareth-20, Caramel, Yellow 5
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.
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