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NEW YORK — Avon sales representatives already make house calls, and now they are bringing the doctor along, too.

This story first appeared in the November 21, 2003 issue of WWD. Subscribe Today.

Under its recently formed Anew Clinical franchise, Avon has said it wants to develop products that will deliver dermatologist-like treatments at home.

Its first product — Line and Wrinkle Corrector, a cream designed to plump up wrinkles and fill in facial lines — launched in late August, and has raked in $16 million in U.S. sales through the third quarter. Globally, Clinical’s debut item is expected to reach $50 million within the first year.

Inspired by the response, Avon is now winding up for the launch of its second derm-like product. This time it is a do-it-yourself chemical peel. Anew Clinical 2-Step Facial Peel, is said to be the first such item for the mass market. It is priced $32 and provides 30 treatments. Applications are recommended every other day.

According to the American Society of Plastic Surgeons, Botox was the most performed dermatological treatment last year, followed by chemical peels, with $410 million spent on the treatment in the U.S. alone.

Jill Scalamandre, Avon’s group vice president, global marketing, explained that the Anew Clinical treatments, like typical derm procedures, can be supplemented with a woman’s regular daily skin care products.

To use 2-Step, first a pad containing a 10 percent glycolic solution is applied to the skin. After waiting five minutes, a neutralizer-soaked pad is applied. “It is like a derm in a box, or a derm at your door,” said Scalamandre. “We can bring it to her and it is mistake proof.”

The 2-Step product is said to smooth skin surface, unclog pores, and refine skin clarity after only one use, with results increasing over time to include reductions in fine lines, blotchiness and skin dullness, according to Avon marketers.

Avon will support the launch with TV spots during the first month. The 2-Step will also be heavily sampled. Avon executives believe 2-Step could at least match sales of Line and Wrinkle Corrector its first year.

Avon is also bringing more benefits to color cosmetics. “We are taking the innovative technology of skin care labs to color,” said Scalamandre.

So, also coming out in March is Beyond Color Plumping Lipstick with Retinol SPF15, intended to make lips look and feel younger. It contains vitamins A, C and E, beta carotene, glycerine and an antioxidant complex. Available in 20 long-wearing shades, a tube is $8. The lipstick is joined with new antifeathering lip liners, a mascara that conditions eyelashes and new eye shadow in a tube.

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