London: Avon is launching a new anti-wrinkle formula that not only prevents collagen breakdown – the main reason for wrinkle formation – but also reverses skin damage including fine lines and wrinkles, in 100% of women who tested it.
The company claims that no other test on any other wrinkle cream currently on the market has produced such positive results. And that the new formula has proven in tests on real woman it works better than any other now on sale in the market – including those containing all the currently scientifically proven collagen boosters such as Alpha Hydroxy Acids, retinol (Vitamin A), vitamin C and skin growth factors.
Now thousands of women – 30,000 in the UK alone – are going online to sign up for the chance to be offered a 28-day free trial of the cream which goes on sale in the UK in September.
The new ingredient is a lab-made amino acid derivative, known as A-F33 which effectively boosts production of a skin enzyme – PLOD2 – which in turn leads to increased collagen production in the skin. The company says that 100% of woman using the cream had improvements in wrinkle depth – including deep wrinkles caused by smoking and sun damage.
Avon has added A-F33 to create the new product – an addition to the ANEW cutting-edge anti-ageing range to create Pro Line Creating Treatment which will sell at £30 for 30ml when it goes on sale through its Avon ‘ladies’ network.
The new product has been brought to market through an alliance with NeoStrata Company, a global leader in topical anti-aging technologies, whose products are sold through private dermatologists and medical practices.
According to the Avon press release: ” ANEW Clinical Pro Line Corrector Treatment leverages the power of A-F33 Aminofill, an innovative molecule that has been found in testing on skin cells to work in a way that other well-known anti-aging ingredients like glycolic acid, retinol, and CoQ10 don’t by deactivating critical collagen blocking in skin cells to help unleash untapped collagen. A-F33 is formulated to help stimulate skin cells to produce skin matrix components. ANEW Clinical Pro Line Corrector Treatment helps begin to reduce the look of deep and fine wrinkles in just seven days.”
Scientists tested the product against a rival product – the company insists it won’t name this product but we can exclusively reveal it was Clinique’s Repairwear Laser Focus Wrinkle & UV Damage Corrector serum (££39.50 for 30ml). The results on real women aged between 35 and 59 years showed that it was 40% more effective at reducing wrinkle depth. Avon also claims that in many cases the results were even better but they have picked the average change – many of the woman had a 94% decrease in fine lines and wrinkles over the 3 months of the lab trial.
Avon’s senior research & development scientist Anthony Gonzalez unveiling the product in London yesterday said they were considering its use in other formulations, including body products. It has also been successful in evening out skin tone and other discolourations caused by ageing and sun damage.
“It’s unknown for a product to have a reduction in fine wrinkles in100% of women,” he said.
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