I apologize beauties for being late with this post. The newest addition to the Avon ANEW line of skincare products is ANEW Platinum which is a special formula is designed for mature skin and works best for woman aged 60 and over.
I first product I tried was ANEW Platinum Serum ($64). Avon makes a heck of a lotta claims on this product: “Skin feels saturated in creamy comfort. For best results, use morning and night. 82% of women agree facial contours look reshaped for more youthful definition.*** Overnight, skin on the face and neck feels lifted; deep wrinkles appear reduced.**** After 2 weeks, reduces the look of deep horizontal lines in the neck area. Lifts and firms the look of sagging skin under the chin and neck.**** 1 fl. oz.” What’s with all the asterisks? This is what they mean–***Based on women who expressed an opinion in a consumer-perception study.”
That’s the part you need to pay attention to–perception: 1. the act of perceiving; to regard as being such <perceived threats> 2. to think of (someone or something) as being something stated–<She perceived herself as an independent woman> In other words, NOT FACTUAL. I really hate this type of advertising–it’s not a clinical study where are findings and a result, they have proven nothing!
Anyway, aside from all thre mumbo jumbo, the serum felt very heavy although it did absorb well. It glided on like a silicone primer but heavier. I used the serum for about two weeks with no noticable difference.
The claims for this product are: “Drapes skin in a veil of plush softness. For best results, use nightly. 80% of women agree skin around the neck looks dramatically firmer.*** After 2 weeks, neck and jawline look more defined and sculpted; wrinkles appear dramatically reduced. After 4 weeks, the cheek area looks lifted and reshaped; dramatically reduces the appearance of sagging skin. Overtime, dramatically reshapes skin for a more youthful looking profile. 1.7 fl. oz. “
*Paxillin is a key protein that helps to retain the full, expanded shape of youthful skin cells and is found in lesser amounts in aging cells. **Based on invitro testing of Paxillium Technology on 3-D reconstructed skin. ***Among women who expressed an opinion in a consumer perception study.
Again, based on perceptions. Avon ANEW Platinum Night Cream ($38) was too emollient for me, leaving me with an oil slick on my forehead in the morning. I used this too for 2 weeks and did NOT get the results advertised. You may be thinking “but Cindy, two weeks isn’t enough time to tell.” You may be right, however when a product promises results in two weeks I would consider that fair. Yet, the reason I stopped using both products was not because they were ineffective, it’s that they were SO heavily fragranced I couldn’t take it anymore. The fragrance was not one I found appealing but moreover, it did not dissapate quickly either. I could smell it on my pillowcase, in my sheets, on my clothes, etc.
In conclusion, not only do I not like the the marketing, but the fragrance is a real turn off. Coupled with the high price, $64 for the ANEW Platinum serum and $38 for the cream and no noticable results, I really can’t recommend these products. On the other hand, I’m not 60 yet, so maybe I’ll try them again in a few years.