Avon’s ANEW Clinical Pro Line Eraser with A-F33 may give laser skin resurfacing, chemical peels and other facial rejuvenation techniques a run for their money.
The new product was developed in conjunction with NeoStrata Company, and is being rolled out this month with a little help from another Pro -professional ballroom dancer Karina Smirnoff. She led Los Angeles flash mobs in some dance moves as the product was passed out for free among the crowd. Flash mobs also assembled elsewhere as part of this epic launch.
Avon’s ANEW Clinical Pro Line Eraser with A-F33 will be sold exclusively through Avon representatives. It is used twice daily. A 30-mL pump costs $39.99.
What makes this product so innovative? The active ingredient is a molecule called A-F33, which increases levels of the enzyme PLOD-2. This enzyme declines with advancing age, resulting in loosely woven collagen strands that the body degrades. The result? Fine lines and deep wrinkles.
A-F33 increases availability of PLOD-2, which leads to better cross-linked collagen fibers.
This is just in the test tube. The new product also has clinical benefits. It reduces the appearance of fine lines and deep wrinkles. Data show that the product results in a 50% improvement in overall fine lines and deeper wrinkles in 11 weeks. In addition, it was more effective than a “leading-dermatologist-inspired brand’s anti wrinkle serum.”
Cheryl Karcher, MD, a New York City dermatologist and Avon consultant, tells Plastic Surgery Practice that this product may benefit those patients who she would typically treat with Botox, Dysport, or Xeomin. “‘It is something to add to our armamentarium of injectables, lasers and acids and all that we could do in the office,” Karcher says.
It may also help buy time for people who aren’t ready to commit to some of these more invasive facial rejuvenation procedures. “It is more of more of an adjunct to what dermatologists and aesthetic doctors offer.” This treatments can be safely combined with Alpha hydroxy acids for what developers call “a quantum leap.”