YOU can plough millions into advertising campaigns, but there's nothing like good old-fashioned hype to sell a product – and Avon's ANEW Reversalist Infinite Effects Night Treatment is a case in point.
No sooner had the anti-ageing cream been announced earlier this summer, a waiting list was already racking up, reaching 30,000 by August, with weeks to go before its September 7 launch.
But why the excitement? And is it as good as the hype suggests? Here's what you need to know, along with my verdict after a month using the product...
So what's it all about?
ANEW Reversalist is one of a small handful of 'rotational' anti-ageing treatments to hit the market this year. It's a two-phase treatment – two products within one piece of packaging – which you rotate for a given length of time, in order to achieve transformative results.
It's fair to say Lancome's Visionnaire Crescendo Progressive Night Peel, which launched in spring, can take a hefty share of credit for rallying the trend (it contains 5 per cent AHA and 10 per cent Salicylic and Glycolic acid, so acts like an at-home chemical peel, in effect 'dissolving' skin's dull, top layer, to reveal a plumper, smoother, brighter complexion).
ANEW Reversalist's phase 1 formula contains Phytol, a plant-derived active anti-ageing ingredient, and 'high levels of humectant' (stuff that helps skin maintain moisture), designed to replenish, moisturise and prep skin for the phase 2 formula. This contains 'Super Retinol Complex' to further reduce signs of ageing and boost collagen. You do each phase for a week at a time, switching back and forth until it's run out, by which time, the product promises to 'dramatically improve the look of tone, clarity and reduce fine lines, spots and wrinkles'.
Does it work?
I tried Lancome Visionnaire earlier in the year – and was utterly blown away, so my standards are pretty high.
To give ANEW Reversalist a fair chance, I used it religiously every night for a month, after removing my make-up using a gentle cleanser and toner. It says to use two to three pumps per application (I found two-and-a-half was perfect - and there's still some product left to keep going for another couple of weeks), and I applied it in the same way as any moisturiser – patting it into my skin and using gentle upward motions.
It feels just like a rich night cream and glides on easily. The phase 2 formula feels slightly thicker but still absorbs nicely. With the phase 1 formula, I'm aware of a slight tingling sensation as it gets to work, but all in all, it's pleasant to use and not annoyingly sticky, like some night treatments can be.
For context, I'm approaching 36 and have never smoked, so I don't have a face full of wrinkles – but I do have crows' feet, creases and frown lines, plus early signs of sun spots and hyperpigmentation, and uneven skin tone.
After the first night, I wake to nice-looking skin – but it's a few days before I start to think, 'This is actually pretty good'. After around a week and a half, other people start commenting that I look refreshed (two people even say I'm 'glowing').
After four weeks, although I wouldn't say my skin's 'transformed' it has certainly improved, and considering ANEW Reversalist is less than half the price of Lancome Visionnaire (at £28, compared with £60), I'm happy with the results.
I have mostly oily skin but still get flaky dry patches around my nose, cheeks and forehead. These have completely disappeared, and the fine lines around my eyes are less obvious when I look in the mirror (because ANEW Reversalist is relatively gentle, I had no problem using it quite near to my eyes, whereas products that contain acid-exfoliants usually can't be used in these areas at all). My skin seems less tired-looking too, and a little more even.
The verdict
So it is worth the hype? If it was twice the price, I'd say no. But at £28, it's a more purse-friendly alternative to the fancy-brand options. I've no doubt those 30,000 glowing-complexion-seekers will find it worth the wait.
Avon ANEW Reversalist Infinite Effects Night Treatment Cream, currently reduced to £25 from £28 (avon.uk.com)
