By  on July 20, 2007

Avon is upgrading its Anew Ultimate line with new night cream and elixir formulas this fall, as the company revamps its Anew skin care franchise.

Anew, which was launched more than a decade ago, includes herbaceutical skin care Anew Alternative, at-home dermatological treatment Anew Clinical and the antiaging line targeting the first signs of aging called Anew Retroactive.

"We wanted to revolutionize antiaging, and this launch renews our commitment to Anew," said Claudia Poccia, president of Avon U.S. Beauty and global president of Mark. "This is the most comprehensive platform within Anew since its introduction to the market 15 years ago."

The worldwide September launch will feature Age Repair Night Cream and an Age Repair Elixir, both under the Anew Ultimate brand. The two antiaging treatments use a new technology incorporating proteins, known as sirtuins, that are scientifically proven to extend the life span of living organisms. With the patent-pending Pro-Sirtuin TX technology, the formula is designed to boost these critical skin proteins, creating healthier essential cells and repairing advanced age damage. The complex is also formulated to activate remodeling proteins, which help restore the skin's cellular architecture, rebuilding firmness and elasticity. The company will slowly phase out the existing Day Transforming Lift Cream SPF 15, Night Transforming Lift Cream and Transforming Life Eye Cream as the new products are introduced.

"We're moving into a luxury pampering positioning that takes the best technology from our different menus and builds it into a comprehensive treatment," said Robert Kalafsky, Avon's executive director of research and development. "We found a direct link between sirtuin and the skin, so by increasing the level of sirtuin, we improve the overall longevity of skin."

Anew Ultimate Age Repair Night Cream, $34 for 1.7 oz., is designed to reverse advanced signs of aging and increase the volume and firmness of skin, while decreasing the appearance of lines, wrinkles and age spots.

The Age Repair Elixir will mark the highest price point in skin care for the company, retailing at $54 for a 1-oz. jar. The elixir is composed of twice the amount of Pro-Sirtuin TX complex as the night cream and is designed to make the skin feel firmer and tighter. Clinical testing showed that the elixir started reversing advanced signs of aging in two weeks — half the time of the night cream. The company also plans to introduce a day cream with SPF next March. The products will be sold through more than 650,000 Avon sales representatives."We spent seven years on perfecting this cream, since we wanted to pioneer a new antiaging breakthrough," said Andre Baradat, Avon's vice president of global skin care marketing, who added that more than 200 scientists worked on the project. "We found that aging starts as early as the 30s, and people are more concerned about aging than they used to be. This cream makes a luxury available to every woman."

The products are aimed at women age 45 and older who have already experienced aging.

The new product launches under Anew Ultimate will be supported by a print and television advertising campaign that is scheduled to break in September with television, followed by print ads in about 12 fashion, beauty and lifestyle magazines in October. According to Poccia, the night cream and elixir will also be supported by "unprecedented levels of sampling." She added that 16 million beauty samples will be distributed on the cover of the Avon catalogue, in addition to other trial sizes and sampling initiatives.

Although executives were unable to comment on advertising and promotional budgets, Poccia noted that the company is spending "significantly more" than they traditionally do with the more aggressive television and print campaigns.

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