Avon introduces ANEW Sensitive+ Collection to reduce appearance of fine lines and wrinkles, replenish skin’s moisture barrier; line's cleanser, eye cream and face cream are made with Avon's Protinol technology to boost collagen without irritating skin

Sample article from our Beauty & Personal Care

August 9, 2022 (press release) –

Until now, 70% of the population* has had to choose between addressing sensitive skin OR signs of ageing.

But now, those with sensitive skin can have it all. For the very first time, our new exclusive skincare technology can deliver age-defying results AND help soothe sensitive skin.

Introducing our NEW ANEW Sensitive+ Collection

ANEW Sensitive+ helps to reduce the appearance of fine lines and wrinkles AND replenish the skin’s moisture barrier**, the main trigger of skin reactivity.

In just 72 hours, redness and inflammation is visibly calmed and reduced***, and 9 out of 10 testers agreed skin appeared instantly smoothed, supple and restored****. What’s more, thanks to the collection’s affordable price tag, everyone can enjoy these amazing benefits at incredible value.

But how does it work, we hear you ask? ANEW Sensitive+ has been formulated with our exclusive, award-winning Protinol™***** technology. This ingredient was the missing piece of the puzzle when it came to creating a skincare line that delivers powerful, age-defying benefits as well as improving sensitive, reactive skin over time.

Unlike other active ingredients like Retinol, which people with sensitive skin can find too harsh, Protinol™ boosts collagen WITHOUT irritating the skin.

In fact, the unique combination of Protinol™ with the skin soothing actives found in our ANEW Sensitive+ range has shown to reduce the reactivity of the skin in just three days.

Anthony Gonzalez, Avon’s Director of Global Skincare and Trend Innovation, says: “Those with sensitive skin have had to choose between addressing either their skin’s sensitivity or signs of ageing for too long. I’m delighted to offer a product that does both. Our exclusive, award-winning Protinol™ technology is the powerhouse behind this new line, delivering powerful age-defying results while also addressing the cause of sensitive skin. Dermatologically, allergy and clinically tested on multiple skin types and tones, the Anew Sensitive+ Collection offers people with sensitive skin a solution they can trust will work, at a purse-friendly price.”

The range, which offers ground-breaking skincare at an affordable price, includes:

1. Anew Sensitive+ Cream Cleanser

Gently cleanses and removes dirt, oils, impurities and make-up – even stubborn eye make-up – instantly! Leaves skin feeling fresh, looking calm, soothed, and less sensitive with each use. Massage onto dry skin, then rinse away with warm water or a clean, damp cloth.

2. Anew Sensitive+ Dual Collagen Eye Cream

Instantly relieves dryness and tightness. After seven days of continued use, expect your eye area to look smoother and feel repaired. Ophthalmologist tested, it helps to reduce the appearance of fine lines and crow’s feet, and calm the undereye area, leaving it looking less puffy and feeling less sensitive with each use. For best results, gently pat onto the undereye area with your ring finger after cleansing.

3. Anew Sensitive+ Dual Collagen Face Cream

Helps to reduce the look of fine lines and wrinkles, and leaves skin feeling instantly calmed and soothed. Calming and reducing redness in just 72 hours, in just two weeks skin will feel plumper, bouncier and appear brighter. Leaves skin feeling less sensitive with each use. Simply massage onto skin after cleansing.


To find out more about the collection, or to buy or sell Avon in your country, check out Avon in your location.

*70% of people describe themselves as having sensitive skin, Avon Sensitive Skin Study R&D I MI 2016

**Based on testing in skin cells

***After continuous applications based on a Clinical Study with 10 participants. Eye Cream and Face Cream only

****Based on those who expressed an opinion in individual consumer studies (Face Cream: 123 participants, Eye Cream: 131 participants)

*****Cleanser does not contain Protinol™

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

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Dan Rivard
Dan Rivard
- VP Market Development -

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