A new serum is getting beauty aficionados in a frenzy – and it’s not even on shelves yet.
Avon’s ANEW Reversalist Infinite Effects Night Treatment Cream, £28, has already amassed a 30,000-strong waiting list ahead of its launch on September 7.
So what’s all the hype about and is it really as effective as makers claim?
On the back of research that 50 per cent of women believe their skincare products plateau over time, the brand wanted to be the first to create a product that worked continuously.
The beauty giant’s scientists took inspiration from the wellness trend for rotational exercises and eating plans like HIIT and 5:2 fasting, which keep the body guessing to ensure you don’t ever hit a plateau.
The result? A two-step night serum whereby you rotate the product each week.
The top half, which you use for seven days, claims to prep the skin for when you rotate the product round and use a retinol for the next seven days.
The product is a two-step night serum whereby you rotate the product each fortnight. The images show the tester before the trial, left, and a year after, right
The first serum claims to prep the skin for when you rotate the product round and use a retinol for the next seven days. Imagery shows the tester at the start of the trial, left, and at the end of the year-long experiment, right
Retinol, a natural form of vitamin A found in a number of over-the-counter skin creams, boosts the thickness and elasticity of the skin and is seen as an effective method for decreasing signs of aging.
The experts behind the product spent over three years developing it and clinically tested it for a full year with 116 women taking part.
They claim the product will beat lines, wrinkles, uneven skin tone and dark spots.
The trial revealed that 97 per cent of panelists showed improvement in fine lines and 83 per cent showed improvement in crow’s feet fine lines.
The new serum, which Vogue dubbed ‘the anti-ageing cream that keeps on giving’, appears to have a waiting list to rival the likes of No.7’s Restore & Renew Face and Neck Serum, which sparked a shopping frenzy earlier this year.
Avon isn’t the only brand to be creating skincare inspired by interval training.
Indeed, Lancôme’s £60 at home face peel, Visionnaire Crescendo Progressive Night Peel has two steps to follow.
Women are advised to use phase 1 for 14 days before moving onto phase 2 to reveal more radiant skin.
Likewise, L’Oreal Paris re-formulated its Revitalift Laser Renew cream pegged on the theory that skincare plateaus after six months.
The brand’s independent study found that its new anti-ageing formula keeps getting better and better, over time.
Self-evaluation results revealed that more than 70 per cent of the women agreed that their wrinkles looked reduced each month, versus the previous month, over the full six months.
Elsewhere, Indeed Labs launched a retinal reface serum – a high intensity session for the face that accelerates skin resurfacing, minimises redness and has slow release tech so continues to work post application.