NEW YORK — Avon is targeting a more specialized market with its latest Anew product.
Anew Perfecting Lotion for Problem Skin, the seventh item under the Anew skin care umbrella, will be marketed as an alpha-hydroxy acid product for women with chronic acne and blemishes. It will be introduced in August.
“A large number of women have problems with blemishes their whole adult life,” said Janice J. Teal, director of Avon’s skin care laboratories. “Their sensitive skin also means they can’t use the bulk of anti-aging products.”
The new product carries a lighter oil-free formula than the other Anew products, Teal noted, and contains both salicylic acid and lactic acid, an alpha-hydroxy.
It is intended for regular use, not spot treatment. The company claims the product clears acne blemishes and prevents future breakouts, in addition to reducing the appearance of fine lines.
A 1.7-oz. bottle will cost $15.50, the same price as the original Anew product, Anew Perfecting Complex for Face, launched in February 1992.
Company executives declined to give specific sales projections, saying the new product will target an untested market. They noted that as the new item is more of a niche product than the original Anew, it will probably do a fraction of that product’s volume.
According to sources, the first Anew neared $60 million at retail in its first year.