Avon is updating its Anew skin care franchise this fall with the launch of Anew Reversalist, a new antiaging range targeting women in their 40s.

This story first appeared in the September 23, 2009 issue of WWD. Subscribe Today.

The new line will receive an extra push from model Yasmin Le Bon, who has been tapped as the face of Reversalist’s campaign. The 44-year-old — and wife of Duran Duran front man Simon Le Bon — is appearing on behalf of Avon in television commercials and company brochures this month.

Currently available online and scheduled to officially launch in October, Anew Reversalist Renewal Serum and Night Renewal Cream are designed to reverse the appearance of wrinkles by increasing the production of one of the skin’s natural repair molecules, called activin. Normally only stimulated when the skin is cut, activin was harnessed by Avon’s research and development team for its purported ability to stimulate the creation of new skin cells. The patent-pending Activinol Technology is centered on two key phytochemical ingredients: Amorphophallus, which is intended to stimulate activin production, and Sesbania, which is said to boost skin’s support structure.

In the U.S., Anew’s Reversalist Night Renewal Cream is available for $32, while Anew’s Reversalist Renewal Serum, which contains a higher concentrate of Activinol Technology, is available for $44.

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The direct-sales giant will fill out its Reversalist franchise next year with the addition of a foaming cleanser in January and an SPF 25 Day Renewal Cream and Illuminating Eye System in March.

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