Avon launches Anew Renewal Power Eye Cream, formulated with its Protinol technology to help restore collagen; product is designed to restore younger looking eyes by blurring and brightening the eye area, reducing visible lines and wrinkles

Sample article from our Beauty & Personal Care

April 13, 2023 (press release) –

Already a fan of our top-rated beauty must-have, Anew Renewal Power Serum? Well, you’ll love discovering the new perfect match for your eyes.

Introducing NEW Avon Anew Renewal Power Eye Cream designed to help restore younger looking eyes by instantly blurring and brightening the total eye area, and smoothing and reducing lines and wrinkles over time.

In a recent independent in-clinic trial, nearly three quarters ( 73%) of trial participants noticed smoother looking skin, and a huge 92% said they would recommend the product to a friend.*

The perfect companion to Anew Renewal Power Serum, our brand-new breakthrough eye cream harnesses: our world exclusive Protinol™ technology to help restore years of collagen loss in just seven days**; and light diffusion technology for the immediate improvement in the look of under-eye imperfections.

Over a third (37%) of women globally first notice signs of ageing around the eyes*** so if you’re looking for a luxury eye cream without the luxury price tag, look no further.

Why will you love it?

  • Instantly blurs and brightens the whole eye area**** with light diffusion technology - optical diffusing powders direct light away from under-eye imperfections
  • Reduces the look of puffiness and helps skin around the eyes look fresh and well-rested
  • Dramatically smooths the appearance of skin, reduces the appearance of lines and wrinkles and intensely hydrates

Even better, when paired with Anew Renewal Power Serum - powered by two powerful ingredients Protinol™ and niacinamide (B3) – this perfect eye-and-face-duo helps to restore years of collagen loss for dramatically smoother, plumper and firmer-looking skin.

We are proud to be partnering with renowned expert in Clinical and Aesthetic Dermatology, Dr Zoya Diwan, to put Anew Renewal Power Eye Cream to the test on real patients in her clinic. And the results will amaze you.

On average, trial participants saw a reduction of 10% in the intensity of fine lines and wrinkles, with some triallists experiencing much larger reductions of up to 52% ***** in just eight days!

Dr Zoya Diwan, Expert in Clinical and Aesthetic Dermatology, said, “For anyone concerned about signs of ageing, I recommend trying topical treatments before other methods, as it’s often preventative! I firmly believe in evidence-based treatments and creams, so I was really excited to learn about Protinol™ technology, which has 20 years of research behind it.

I was amazed to see the new Power Eye Cream restoring years of collagen loss when I trialled it in my clinic – with one patient seeing an enormous 52% reduction in their fine lines and wrinkles. I really enjoyed using it too as it left my skin feeling soft, smooth and hydrated – and at such an affordable price point! It’s no wonder that 92% of my triallists would recommend the product to a friend.”

Anthony Gonzalez, Avon’s Director of Global Skincare and Trend Innovation said, “Despite the skin around the eyes being fragile and sensitive, our research shows that only 31% of women globally use a specialised eye cream******. With Anew Renewal Power Eye Cream, we are specifically targeting this delicate eye area which needs specialised skincare. It is designed to minimise the look of dark circles and puffiness and deliver an instant blurring and brightening effect – in addition to the seven powerful skin benefits of Protinol™ users can enjoy in just seven days.”

About Protinol™

Collagen is responsible for the skin’s strength and resilience, as well as the irresistible quality, texture and bounce found in baby skin. It makes up 80% of skin and consequently is the most critical structural protein in your skin. Collagen 3 (otherwise known as ‘baby collagen’, because of its presence in infant skin) provides a framework that collagen 1 binds to. The two types of collagen need each other to function efficiently, but before Avon’s discovery of Protinol™, only collagen 1 had been effectively restored via topical skincare.

Protinol™ works to restore both collagen 1 and collagen 3, bringing them closer to the optimal ratio found in baby skin. Protinol™ technology is a world-exclusive ingredient formulated and patented by Avon. Protinol™ is Avon’s biggest and most ground-breaking skincare discovery to date.

* Based on an in-clinic trial with 26 participants ** Based on In Vitro data (testing on skin cells in a controlled laboratory environment) *** Data taken from a study of 7126 women 16+ in Brazil, Italy, the UK, Philippines, Turkey, Poland, Romania and South Africa. Study commissioned by Avon, conducted by Censuswide. *** *Consumer perception studies 20-004 and 22-002 ***** Based on an in-clinic trial with 32 participants ****** Data taken from a study of 7126 women 16+ in Brazil, Italy, the UK, Philippines, Turkey, Poland, Romania and South Africa. Study commissioned by Avon, conducted by Censuswide.

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Jason Irving
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