AvonAnew Reversalist Day Renewal Cream SPF 25
1.7 fl. oz. for $32
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Despite containing avobenzone for reliable UVA protection, this isn’t one of Avon’s better daytime moisturizers with sunscreen. It has a lightweight, silky texture and contains some good natural and synthetic antioxidants, but the jar packaging will render them less effective, not to mention the hygiene issue of sticking your fingers into the jar every day.

Avon’s Activinol Technology cannot reverse wrinkles, and there’s no proof to the contrary. Besides, if this technology is so wonderful for wrinkles, why doesn’t Avon include it in all of their other antiwrinkle products? If you’re curious about Activinol, it is a blend of two plant ingredients they claim will boost production of a molecule in skin known as activin. Activin is a naturally occurring growth factor that helps repair skin and control cellular division. Like most good things in skin, its production slows down as we accumulate more sun damage over the years. The thing to keep in mind about this type of claim is that activin is but one compound that helps skin regulate and repair itself; there are hundreds of others that work in harmony as well. So, to think that boosting production of only one of them is all that’s needed is not true. Moreover, neither plant extract Avon includes has any research proving that it boosts activin’s role in skin repair.

Interestingly, animal studies on wounded skin have shown that when activin production is boosted too much, the result is poor wound healing and excessive scarring. When it is selectively activated, the wounds healed normally (Source: Laboratory Investigation, February 2009, pages 131–141). Based on those facts, if Avon’s product can manipulate activin levels in your skin, it may not be a good thing (and, of course, wrinkles aren’t the same as wounds).

Last Updated:06.24.2014
Jar Packaging:Yes
Tested on animals:Yes
Community Reviews

Leaves skin looking renewed and hydrated throughout the day. Dramatically reduces the look of fine lines and wrinkles and restores the look and feel of youthful firmness. Formulated with Tri-Elastinex technology to enhance skin cells natural ability to renew, regenerate and reconstruct itself.


Active Ingredients: Homosalate 7.0%, Octinoxate 7.0%, Oxybenzone 4.0%, Avobenzone 2.85% Other Ingredients: Water/Eau, Glycerin, Dimethicone, Butylene Glycol, Isodecyl Isononanoate, Tromethamine, Dilauryl Thiodipropionate, Phytol, Ethylhexylglycerin, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Cetearyl Alcohol, Nylon-12, Polymethylsilsesquioxane, Isohexadecane, Phenoxyethanol, Polymethyl Methacrylate, Thiodipropionic Acid, Parfum/Fragrance, Carbomer, Xanthan Gum, Ceteareth-20, Sodium PCA, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Disodium EDTA, Hydrogenated Lecithin, Kaempferia Galanga Root Extract, Silica, Polysorbate 60, Trimethylsiloxysilicate Dimethicone Crosspolymer, Thiazolylalanine, Amorphophallus Campanulatus Rhizome/Root Extract, Punica Granatum Fruit Juice, Sesbania Grandiflora Flower Extract, Portulaca Oleracea Extract, Tocopherol, Palmitoyl Lysyl Aminovaleroyl Lysine

Brand Overview

Avon At-A-Glance

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, Avon reworded their claims in ad reprints, while in others they "respectfully disagreed" with the NAD conclusions but agreed to take their comments into consideration for future ads. We'll see how this turns out, but, based on their current ads, the message remains that Anew Clinical products are at the forefront of making cosmetic corrective procedure results as easy as calling your Avon representative and reciting your credit card number.

As a major international cosmetics company, Avon has several initiatives in place that prove its commitment to women and the environment. Whether donating to women's health concerns (most notably breast cancer), surpassing environmental regulations, or financially supporting alternative methods to animal testing, Avon's principles are responsible and admirable. If you pay attention to the best of what they have to offer, you will not only be supporting Avon's mission to improve the lives of women but also gaining some wonderful products, making it a win-win situation.

For more information about Avon, call (800) 500-AVON or visit www.avon.com.

Avon Makeup

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.

About the Experts

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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