Avon's Wrinkle Fighting 'Miracle Molecule' Prompts 60,000 Waiting List

Industry first molecule A-F33 hailed by experts as potentially the most significant anti-ageing discovery since AHAs and Retinol.
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* Avon
* Anew
* Anti Wrinkle
* A-F33
* Miracle Molecule

* Beauty
* Consumer

* England

Sept. 12, 2012 - PRLog -- 60,000 people have already put themselves on the waiting list in anticipation of what’s set to be the most talked about skincare launch of the year, as global beauty giant Avon releases ANEW Clinical Pro Line Corrector Treatment with A-F33. Set to go on sale this Friday 14th September on www.avonshop.co.uk and through independent Avon Representatives at £30 for 30ml, ANEW Clinical Pro Line Corrector Treatment is formulated with A-F33 (Amino Fill 33). This breakthrough has been shared with dermatologists across the globe as a “miracle molecule” that addresses wrinkles in a way other ingredients simply don't.

With the anti-ageing industry in the UK worth upwards of £2 billion per year this could be the most game-changing innovation in skincare since the mass production of Alpha HydroxyAcids (AHAs) and Retinol in the 1990s. With clinical trials reporting that 100% of women saw a reduction in their wrinkles* it is no surprise that ANEW Clinical Pro Line Corrector Treatment with A-F33 is already a favourite of celebrity fans including Claudia Winkleman, Lisa Snowdon, Tamzin Outhwaite and Anna Friel who commented "As soon as I put on the Avon A-F33 serum, I noticed an immediate difference to my skin which appeared smoother with a fabulous glow to it."

Leading dermatologists have also given glowing reviews of the new product with Cosmetic Dermatologist Dr Sam Bunting commenting, “Avon are to be congratulated for collaborating with Neostrata to produce an affordable product that has been rigorously tested and seems to deliver the kind of results I’m unaccustomed to seeing with other mass skincare brands. I’m particularly excited by the development of a new ‘active’ which has great potential to work synergistically with other proven ingredients like vitamin-A derivatives and vitamin C, making this potentially one of the most exciting breakthroughs I've seen in recent years.”

Discovered in collaboration with globally renowned dermatology laboratory Neostrata, the molecule A-F33 deactivates collagen blocking cells enabling the release of vital new collagen to the skin’s surface in a way that other well-known anti-ageing ingredients such as glycolic acid, retinol, and CoQ10 don’t. The worldwide launch hits UK and Republic of Ireland markets first across the globe, as Avon’s skincare division ANEW celebrates 20 years of pioneering skincare breakthroughs in one of the most important launches in Avon’s 126 year history.

ANEW Senior Brand Manager, Lisa Healey comments, “Younger, healthier looking skin is the holy grail of skincare so to identify this revolutionary molecule, new even to dermatologists, is beyond exhilarating. We are expecting ANEW Clinical Pro Line Corrector with A-F33 to be the fastest selling skincare product ever to be released by Avon and we have had to increase our stocks to ensure customers receive their product on time.”

Anthony Gonzalez, Senior Skincare Manager, Avon Research & Development: “A-F33 is potentially as game changing in the fight against wrinkles as alpha hydroxyl acids (AHAs) and Retinol were in the 1990s.”

Also made available in trial packs for the public from July on www.onlyfromavon.com, Avon has had to reorder extra packs beyond the 10,000 which have already gone out across the UK and Republic of Ireland to satisfy the unprecedented demand.

ADDITIONAL INFORMATION ON ANEW Clinical Pro Line Corrector Treatment with A-F33:

The Story: Since its founding two decades ago, Avon ANEW has consistently introduced transformative and highly-effective anti-ageing skincare breakthroughs, beginning with the introduction of the first mass market product with Alpha Hydroxy Acid (AHAs) technology in 1992. Twenty years later, the brand continues to pioneer anti-ageing skincare through an alliance with globally recognised dermatology laboratory, NeoStrata - a leader in topical anti-ageing technologies. In collaboration with this skincare expert, Avon is bringing a powerful new molecule to the market that even dermatologists do not yet have: A-F33, a newly discovered anti-ageing molecule that promises to transform the skincare landscape.

The Technology: Inspired by Nobel Prize-winning research that looked at blocking mechanisms of protein production, ANEW Clinical Pro Line Corrector Treatment leverages the power of A-F33 (Amino-Fill 33), an innovative molecule that has been found in testing on skin cells to work in a way that other well known anti-ageing ingredients such as glycolic acid and retinol, don’t.  The molecule works to deactivate critical collagen blocking in skin cells, and helps to 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. **

The Results: ANEW Clinical Pro Line Corrector Treatment is a lightweight serum and when used twice daily, was shown clinically to help reduce the look of deep and fine wrinkles:

•   Fine lines and deep wrinkles begin to look reduced in just seven days*
•   Over time, 100% of women showed a reduction in fine lines*
•   100 percent of participants showed an improvement in the appearance of fine wrinkles after 11 weeks, while 96 percent showed an improvement in deep wrinkling.*
•   Faster and better than a leading dermatologist-inspired wrinkle treatment*
•   5 out of 10 women considering a cosmetic procedure who tried ANEW Clinical Pro Line Corrector Treatment said the serum improved their skin so much they decided to postpone the procedure.**

*Based on a dermatologist supervised clinical study after 11 weeks.
**Based on a consumer perception study.  Results not comparable to cosmetic procedures

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For more information, please contact:

Clare.Salter@Raincommunications.co.uk / 020 7828 0118

Notes to Editors:

About Avon
Avon, the company for women, is a leading global beauty company, with over $11 billion in annual revenue. As the world's largest direct seller, Avon markets to women in more than 100 countries through over 6 million active Independent Avon Sales Representatives. Avon's product line includes beauty products, as well as fashion and home products, and features such well-recognised brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques, Avon Naturals, and mark. Learn more about Avon and its products at www.avoncompany.com.

Avon now reaches one in three women in the UK, with six million women seeing an Avon brochure every three weeks. In 2010, ‘Avon Connects’ launched in the UK, offering Independent Avon Representatives and customers the opportunity to connect through a unique, online, social media platform.

Contact us
More information about Avon UK can be found at www.avon.uk.com. Visit Avon UK’s Twitter at www.twitter.com/Avon_UK and Facebook page at www.facebook.com/Avonuk.

Contact the Avon UK press office on uk.press.office@avon.com
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Tags:Avon, Anew, Anti Wrinkle, A-F33, Miracle Molecule
Industry:Beauty, Consumer
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