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The new generation in serums

Supercharge your skincare with Avon’s ANEW Essential Youth Maximising Serum, the latest innovation from its pioneering anti-ageing treatment line.

The latest innovation from its pioneering anti-ageing treatment line. Inspired by neurological research, this new generation of super serum functions unlike any other product on the market, maximizing the anti-ageing results of your
pre-existing skincare regime.2

• Contains Avon’s first to market and exclusive Advanced Boost Complex designed to ‘unlock’ skin’s potential and receptivity to anti-ageing treatments
• Ensures critical nutrients are delivered efficiently where they are needed most1
• Maximises the results of your anti-ageing routine2
• The versatility of this product allows it to fit into any skincare regime2
• £25
• Available from avonshop.co.uk or your local Avon Representative
• Launching 01 October 2015

The ultra-lightweight serum is specially formulated to detect cellular damage and help provide advanced skin cell repair where and when it is needed.1  Applying the serum daily gives an added boost to moisturiser3 and leads to visibly enhanced improvement in skin firmness, clarity and radiance, as well as reducing the appearance of fine lines and wrinkles.4  After two weeks of use, 93% of women noticed a dramatic improvement in the overall appearance of their skin.5

• Nine out of 10 premium skincare brand users said ANEW Essential Youth Maximising Serum maximized the anti-ageing results of their current skincare5
• Nine out of 10 women not using a serum said ANEW Essential Youth Maximising Serum was their 'must-have' addition to their skincare routine5
• Nine out of 10 women saw dramatic improvement in skin's appearance5

The science

The creation of ANEW Essential Youth Maximising Serum was inspired by Nobel Prize-winning research into the precise delivery of cellular cargo, and also by neurological research into the decrease in transporter function in an ageing brain. From this, Avon's Research and Development team successfully identified the importance of the delivery system in skin cells, and its role in maximising skin cell performance.1

Cells possess an intricate delivery system, which helps in getting essential resources delivered to precise locations in order to function at their maximum capacity. This function is performed by key critical transporter proteins but, as Avon has uncovered, the number of critical transporter proteins within cells dramatically decreases as skin cells age. This can impact the delivery of vital nutrients and older skin cells may not be able to perform essential functions, such as cell renewal and collagen production, at peak levels.1

With this in mind, ANEW Essential Youth Maximising Serum has been designed to ‘unlock’ skin’s potential and receptivity to anti-ageing treatments. The serum is formulated to help boost dynein, a crucial transporter protein in ageing cells, through the use of Avon’s first to market and patent-pending Advanced Boost Complex.1 This helps to reactivate the cells, restoring them to a more youthful state and enabling skin to work harder and more effectively. The Advanced Boost Complex provides a 71% boost to the level of dynein proteins to help ensure critical nutrients are delivered efficiently where they are needed most.1

Until today, the importance of cargo delivery in cells has not being captured and the focus has been to put more energy into skin cells. ANEW Essential Youth Maximising Serum not only provides nutrients and energy to cells, but works with your skin’s natural processes to ensure supplies are delivered to where they are needed most.1

1 Based on in-vitro testing
2 Based on consumer perception study
3 Based on clinical moisturisation study with ANEW Vitale, Reversalist and Ultimate
4 Based on clinical testing
5 Based on those who expressed an opinion in a consumer perception study

Contact the Press Office Team

The press office team will be delighted to help with all your Avon media enquiries.

Tamika Short
Junior PR Officer (beauty and fashion) tamika.short@avon.com

Becky Westaway
Beauty Manager becky.westaway@avon.com

Niki Hodgson
Assistant PR Manager (Representative and beauty) niki.hodgson@avon.com

Louise Shepherd
Assistant PR Manager (causes and brand) louise.shepherd@avon.com

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