Avon to Launch New Wrinkle Filler

Posted on March 1, 2009

Photo of Avon Anew Clinical Derma-Full


Avon is launching its latest salvo in the war on wrinkles with its Anew Clinical Derma-Full X3 Facial Filling Serum and Derma-Full Facial Filling Cream, which instantly and temporarily plump up wrinkles, giving the face a more youthful look.
Due out mid-March in the U.S. and globally, Anew Clinical Derma-Full X3 Facial Filling Serum and Derma-Full Facial Filling Cream are intended to reduce the appearance of wrinkles and regain facial fullness with a formulation that, according to Avon scientists, contains the same injectable grade hyaluronic acid facial filler used by dermatologists.

"This is a high priority launch for us," said Avon's vice president of global skin care marketing, Andre Baradat, who added that the new product targets women who would otherwise receive injections. "It was a big dream and a key breakthrough for us to be the first to introduce this injectable-grade ingredient in a topical serum." Anew Clinical is the treatment-oriented platform in the nearly 17-year-old Anew franchise, which, according to industry sources, generated $900 million in revenues in 2008.

Created by Avon's team of scientists, the two new antiaging treatments use a formula containing hyaluronic acid -- a naturally occurring protein in the skin that slowly breaks down with age. According to Avon scientists, its serum contains the purest form available of hyaluronic acid and is designed to stimulate the production of the skin's facial filling fibers and replenish the skin's reserve of proteins that begin to diminish with age, to help restore fullness and fill in facial folds. The cream contains three times less hyaluronic acid than the serum.

"We've used cosmetic-grade hyaluronic acid in products for many years as it's a wonderful moisturizer, but when we learned that lower levels of it could penetrate the skin for topical benefits, we wanted to make sure we were first-to-market using the highest grade of hyaluronic acid available," said Glen Anderson, Avon's director of global skin care, research and development.
The Anew Clinical Derma-Full Facial Filling Cream will retail for $34 and one ounce of the Anew Clinical Derma-Full X3 Facial Filling Serum will retail for $54 at Avon.com. We love the idea: softening facial wrinkles for a day or an evening is always desirable. But we do wish they would lengthen the name.