Last week I was lucky enough to get the chance to talk to Anthony Gonzalez, Senior Manager, Global Skin Care Product Development - Global Research & Development for Avon (*heck of a title, eh? Whew.) about Avon's "ANEW Reversalist" line. This is their anti-aging skincare line for 40+ folks with moderate signs of aging, including wrinkles, loss of firmness and discolorations.

The primary component of this range is the "Activinol Technology". I know, you're like I was - what's that? So, I asked. Anthony told me that "it is based around the protein "Activin", which helps promote healing & that this is important because aging is really accumulated damage under the skin (*says wrinkles are micro-injuries to the skin). The good thing about this Activin is that it can be "stimulated" to reactivate the healing/repairing by the "Activinol Technology". Avon is the first to use this patent-pending complex of two highly purified fractions of specific plant components: 1) Amorphophallus: Stimulates Activin production to help trigger skin’s repair process & 2) Sesbania: Boosts skin’s support structure."

There is actually a complete "holistic" system to the Reversalist line, from cleanser to moisturizer, but we were talking about the two lastest additions, the "ANEW REVERSALIST Day Renewal Cream SPF 25" and the ANEW REVERSALIST Illuminating Eye System. The Day Renewal Cream seems to have some pretty dramatic results:

• Instantly, helps reduce the look of dark circles, fine lines and wrinkles around the eyes*
• In 2 weeks, fine lines and wrinkles visibly improved up to 25% **
• Over time, clinically shown to improve the look of dark circles, fine lines and wrinkles **

(*In a consumer-perception study. **In a clinical study.)

In addition, it contains SPF 25 UVA/UVB, which we all know we should be applying every morning anyway, right?

As for the Iluminating Eye System, it has two parts to it. 1) The first part is the eye cream itself, which can be used all over the eye area, including the eyelid. Now, I did ask Anthony about this, as most eye creams don't want you to get it too close to the eye, let alone on the eyelid. He said that "thru the screening process, it was determined that it was mild enough for the eyelid, without stinging, so that it could be used there". I like that because usually I wonder if it am getting enough around my eye, since I stay so far back with cream to not get it IN the eye. Anyway, this cream "visibly reduces dark circles, fine lines and wrinkles over time". 2) The second part is the "Sheer Veil", which contain "potent skin brighteners". It has a very soft feel about it and when I asked Anthony about what it was made up of, he told me that it used pigments and MagiX, which made me very happy to hear because you guys know that I really like me some MagiX. Again, this one has some pretty dramatic results, too:

• Instantly, helps reduce the look of dark circles, fine lines and wrinkles around the eyes*
• In 2 weeks, fine lines and wrinkles visibly improved up to 25% **
• Over time, clinically shown to improve the look of dark circles, fine lines and wrinkles **

(*In a consumer-perception study. **In a clinical study.)

Now, I haven't been using this for too long, so I haven't seen dramatic results, but I can say that they feel really good on. I really like the feel of the Sheer Veil in the eye system, but I may be biased since I already like the MagiX. Have any of you guys tried this? If you have, I'd like to know your experinces with it so far, too. And, if you would like to, as always with Avon, you can shop online or from your local Avon rep. (*if you don't have one, you can find one of those on their site, too.)

(*Thanks to Anthony for his time to speak to me and to the teams for putting this together. I really appreciate it.)