Avon's scientists have pioneered a range of anti-ageing beauty essentials with a "breakthrough" new formula that reactivates the skin's repair process.

The Anew Reversalist products are the result of five years of research, development and testing, which resulted in the development of a landmark technology, Activinol.

This landmark discovery activates the molecule, Activin, which has a key role in wrinkle repair.

Scientists found that the particle starts to work when you get a cut and since wrinkles are a result of micro-injuries to the skin, the Activinol technology works as an anti-ageing formula.

"The breakthrough research behind Anew Reversalist truly represents a revolution in the way we approach wrinkles, and is sure to drastically change the landscape of anti-aging treatments," said Dr Uma Santhanam, senior manager of cell biology and in vitro toxicology at Avon Global Research and Development.

Avon will release a Reversalist night cream and the renewal serum from the range this month.

The company is also set to launch a new fragrance, Absynthe, which it has developed in collaboration with Christian Lacroix.


(c) 2008 Adfero Ltd.