Outsmart Aging at Every Age
Get Ahead and Look Dramatically Younger.
It’s inevitable that as you age your skin will change. But don’t despair, the future is now when it comes to products that help you get a step ahead of the aging process.

In Your 30s...

You still look great, but the first signs of aging can start to appear. The good news is that it’s a great time to start up an anti-aging routine that will set a great foundation for a more youthful looking future. If you’re still using soap and water, now is a good time to start using moisturizer to keep your skin hydrated. You may start to see:
  • Fine lines, especially around your eyes and mouth, as collagen and elastin break down.
  • Thinner and/or puffier skin under the eyes or, conversely, dark shadows.
  • Increased pore size and noticeably rougher skin in some areas.
  • Discolorations and brown pigmentation, depending on your amount of sun exposure.


ANEW REJUVENATE Skin Revitalizing 2 Week Kit for a great morning and night regimen that cleanses, moisturizes and treats. With continued use, this regimen improves skin texture, diminishes the look of fine lines and makes pores look tighter.

In Your 40s...

Some of the signs you started to notice in your 30s may intensify at this stage, but there are still measures you can take moving forward. You may start to see:
  • Lines form around the mouth and eyes and horizontal furrows in the forehead.
  • Loss of tightness due to thinning of the skin as a result of declining collagen and elastin levels and lower moisture levels than in your 30s.
  • Dark circles under the eyes progressing.
  • Noticeably drier skin.


ANEW REJUVENATE Skin Revitalizing 2 Week Kit for a great morning and night regimen that cleanses, moisturizes and treats. With continued use, this regimen improves skin texture, diminishes the look of fine lines and makes pores look tighter.

In Your 50s...

By this stage signs of aging skin become a lot more noticeable, especially since it’s likely you’ve gone through menopause. You may start to see:
  • A decrease in skin’s elasticity.
  • Slower cell turnover than in your 40s and generally drier facial skin.
  • Deeper lines and wrinkles. Plus, expression lines from smiling and squinting no longer disappear. Lines may also start to deepen on your chin, cheeks and forehead.
  • Sagging skin due to the further loss of elastin and collagen, and the beginning of hollows in your cheeks and under your eyes.


The ANEW ULTIMATE Age Repair Night Cream, which moisturizes while you sleep to visibly repair and rejuvenate age-damaged skin. The formula with Pro-Sirtuin TX Technology helps skin improve the look of its natural volume and bounce, reduces the appearance of dark spots and diminishes the look of lines and wrinkles.

In Your 60s...

All the signs of aging skin you’ve been experiencing tend to amplify in your later years. You may start to see:
  • The lines in your skin deepen into folds.
  • Even drier skin than in your 50s as maintaining hydrated skin becomes one of your biggest issues at this stage.
  • Worsening sagging skin, causing a loss of facial and eye contours. You may be plagued by serious sagging around the jawline and on the neck or experience deepened hollows in the cheeks and under the eyes.
  • Darker and multiplying age spots as further pigmentation occurs.


The ANEW PLATINUM line including the ANEW PLATINUM Serum to recapture the look of youthful contours of your face by reducing the appearance of deep wrinkles and adding firmness back to the look of sagging skin. Avon’s first-ever patented Paxillium Technology is formulated to boost your skin’s key protein, paxillin, to help retain the full shape of youthful skin cells. For extreme dryness, try the Anew Platinum Tourmaline Emulsion for intense hydration.

Skincare Dos and Don'ts
Advice from our Expert, Dr. Karcher.
Should you wear sunscreen during the day even if it's cloudy outside? Exfoliate every day? Use a different moisturizer at night? Dermatologist Dr. Cheryl Karcher offers clear and concise answers to these questions and more-along with the reassurance that smart skin care isn't complicated. Indeed, for healthy, young-looking skin, it all boils down to a few simple elements: Do protect, restore and repair, and don't overdo it.

Daytime Dos and Don'ts
One of the most important "musts" of any good skin regimen is to protect your skin during the day, according to Dr. Karcher. Here are a few daytime guidelines to ensure maximum protection.

DO: Wear sunscreen
Use a sunscreen with a minimum of SPF 30, Dr. Karcher says, because of its value in protecting against UVA and UVB rays. UVB rays cause burns and skin cancer, while UVA rays are responsible for tanning and aging skin (they are also linked to skin cancer). The higher the SPF of your sunscreen, Dr. Karcher says, the higher the UVA and UVB protection. Sunscreen does not protect against all UVA/UVB rays, so it is always important to avoid the sun when possible. When that is not possible, it's key to wear sunscreen, hats, and other protective clothing.

DON'T: Rely on the sun as a source of vitamin D
Staying out of the sun is one of the best ways to help prevent skin aging, according to Dr. Karcher. And since vitamin D supplements are available at any drugstore and can provide the amount of this crucial vitamin your body needs on a daily basis, the common myth that you need to catch rays for nutritional value is false. "Aging is kind of like gaining weight-the easiest way to lose weight is not to gain it. The easiest approach to anti-aging is to not allow yourself to appear really aged to begin with," Dr. Karcher says, which means using sunscreen and staying out of the sun.

DO: Protect your eyes
Wearing UV-resistant sunglasses can help protect your eyes and face when you can't avoid harmful sun exposure. Wearing sunglasses also helps to prevent excessive squinting, which can cause wrinkles.

DON'T: Dehydrate yourself
If you are drinking large amounts of coffee, tea or alcohol during the day, make sure you rehydrate with water, Dr. Karcher cautions. Caffeine and alcohol are known to be diuretics when imbibed in great quantities-causing your body to dehydrate, which opens the door to free radical damage.

Nighttime Dos and Don'ts
The main goal of your nighttime skin regimen should be to repair and restore, says Dr. Karcher. Here are two simple rules to follow before bedtime to make the most of your beauty rest.

DO: Use antioxidants
Free radicals are harmful substances that can attack skin cells. Antioxidants such as pomegranate, resveratrol, vitamins C and E can help quench or destroy free radicals, says Dr. Karcher. Many topical skincare products contain antioxidants.

DON'T: Wear sunscreen at night
Surprisingly, there are nighttime skin products on the market that contain SPF. There's no reason to use a product containing any degree of sunscreen at night, says Dr. Karcher. Sunscreen can clog the pores, working against the restorative process.

Anytime Dos and Don'ts
Good skin care is a round-the-clock endeavor. Fortunately, it's easy to achieve when you keep the following guidelines in mind.

DO: Be Consistent
It can take a good four to six weeks of using one skin-care product consistently before you can know if you like the results or not, according to Dr. Karcher. Using a cream for just a day or a week and switching products without any consistency may work against helping you find the skin-care regimen that is right for you. "The longer you use something, the more it has time to work," Dr. Karcher says, dispelling the myth that skin becomes resistant or acclimated to certain products after a period of time. "It's always going to do what it's going to do."

DON'T: Let your skin dry out
As with dehydrating yourself, letting your skin become too dry weakens the skin barrier, opening it to free-radical damage and aging. Dr. Karcher suggests using moisturizers regularly to rehydrate and help protect your skin.

DO: Lay off the cigarettes
The American Academy of Dermatology warns that smokers are exposing their skin to toxins that can accelerate aging effects. Nicotine causes narrowing in blood vessels in your outer skin layers, depriving skin of oxygen and nutrients. Tobacco contains thousands of other chemicals as well that pose threats to the collagen and elastin in your skin cells-two essential proteins that keep skin strong. Damage from those chemicals can cause skin to age prematurely.

DON'T: Overdo it
"One of the biggest problems people face is that they overdo it," Dr. Karcher says. Especially the younger crowd, she adds, who may think that cleaning the skin obsessively will ward off acne and that slathering on moisturizer will stave off wrinkles. But the truth is that overdoing it can work against the other protective and restorative measures you take in your daily skin-care regimen. Exfoliating and scrubbing too hard compromises the skin barrier, making it more susceptible to damage. Using too much moisturizer can clog the pores and inhibit the effectiveness of other creams or serums you may be using at the same time.

The bottom line? Protect, restore and repair, and you're on your way to a better future for your skin.

The Newest Frontier in Anti-Aging Science
The Power To Visibly Transform Your Skin
You’ve probably seen women in their 50s and beyond who look impossibly young—radiant skin tone, unfurrowed foreheads—and thought: They’re lucky; they’ve got good genes. Turns out you’re only partially right. Yes, the genes we’re born with determine how well we age, but only to a point. The right skincare products can also help you look younger. In other words, that gorgeous, 50-something woman might be using an easy, effective skincare regimen to turn back the clock. Read on to learn how you can look your youthful best.

Understanding the Youth Gene

At a highly regarded Italian university scientists discovered a specific gene. They found that this gene is highly active in people who live long, healthy lives—some to the age of 100 or older. Intrigued, Avon researchers partnered with the university to explore how this discovery might be used in anti-aging skincare products. After 10 years in development, Avon found a way to apply the research to skincare and ANEW GENICS was born. Powered by patented YouthGen™ Technology, this breakthrough collection of topically applied products was formulated to stimulate this gene, the “youth” gene, to help skin cells “act” younger.1 With Anew Genics, women experienced a reduction in the look of wrinkles and firmer-looking skin in a matter of weeks.2 Here are a couple of recommendations to get you started:
  • ANEW GENICS Treatment Concentrate contains double the concentration of YouthGen™ Technology versus the Treatment Cream and delivers dramatic results. Immediately, skin looks and feels firmer and expression lines appear softer.2 In two weeks time, it reduces the appearance of both wrinkles and discolorations. And in eight weeks, skin looks up to 10 years younger.1
  • ANEW GENICS Treatment Cream, when used nightly, is also impressive. Overnight skin looks more alive, healthier, and radiant.2 In three days time it plumps the look of deep wrinkles2 and in four weeks time, mottled discoloration improves by up to 100 percent while the appearance of deep wrinkles is dramatically reduced.3
  • ANEW GENICS Eye Treatment Cream, makes eyes look reenergized, brighter and smoother instantly. In just three days, it restores youthful brilliance to the eye area and, in four weeks, reduces the look of fine lines and wrinkles in the undereye area by up to 50%.2
Genics with YouthGen™ Technology has the power to visibly transform your skin in just a few weeks, making you more radiant, more youthful, more confident. Gene science will no doubt continue to be a strong inspiration for anti-aging skincare in the future and we’re happy that Avon’s at the forefront.
  1. Based on testing in skin cells.
  2. Based on a consumer perception study of women 45-59.
  3. Based on a clinical study on women 45-59.

A Day in the Life of Your Skin
Spend Just Minutes Throughout the Day to Care for Your Skin.
The truth is, simple, daily acts can have a great deal of impact on the look and feel of your skin. A careful—but not time-consuming—skin care routine in the morning and evening, plus a few minutes during the day will reward you with beautiful skin at every age. And while every woman’s skin care needs are different, here’s a basic blueprint to follow. Try some of ANEW’s skin regimens which contain products for most of the following steps.

When you wake up: 5-10 minutes
Clean: Start your morning with gentle cleansing to remove the residue of whatever products you used overnight. Splash cool water on your face and neck to rinse off the cleanser, then pat dry with a clean soft cloth. Never scrub or tug, especially around the eyes.
Moisturize: Choose double-duty products that work as hard as you do! Choose a moisturizer with SPF to protect your facial skin from damaging UV rays. Choose a cream formulated for the delicate skin around your eyes that moisturizes to help create a smooth surface for applying eye makeup. Same goes for your lips—lip color can appear uneven on dry, flaky lip. Try: Healthy Makeup Lip Conditioner SPF 15, which hydrates your lips and has a smooth and silky finish.
Enhance: Apply makeup, fragrance and go!

Throughout the day:
As much as is possible, try not to rub your eyes or even touch your skin—doing so not only messes with your makeup but it can also transfer dirt or germs from your fingertips to your face.

After lunch: 60 seconds
Take a minute to check your face, fixing or even reapplying lip color if it appears to have smeared. Refreshing your fragrance can give you a personal boost, reviving both the scent and your spirits!

After work: 5 minutes
Going out? Pretty—but neutral—daytime makeup can swing into the evening hours with ease. Try applying a slightly thicker outline along your upper lash lines, dotting a bit of pigment into the outside corner of the eyes. Layer on a smokier eye shadow. Then remove and reapply lip color for a fresh pop of color.

Before bed: 5 minutes
Skin sin: going to bed without removing your makeup! You not only leave behind day-old product—along with whatever debris you may have collected—but you also miss your chance to treat your skin to nighttime moisturization. Remove your eye makeup first, using a makeup remover specially designed to remove eye makeup. Apply a cleanser to lift off the rest of your makeup then splash skin with cool water and pat dry, just as you did in the morning. Take care to use a fresh washcloth and don’t forget your neck (where debris can collect) and around your hairline. For nighttime eye care, try ANEW ULTIMATE Contouring Eye System for a firmer, tighter looking eye area. For the rest of your face, try: ANEW ULTIMATE Age Repair Night Cream, which moisturizes while you sleep to visibly repair age-damaged skin.

Crows Feet, Dark Circles, Sags And Puffiness
Why Your Eyes Age First - and How to Take Action When You Start Seeing Signs
It should come as no surprise that many women start to notice signs of aging in the eye area first. One reason for this is that we look at eyes more than any other part of the face. But there’s another, physiological reason: the skin around your eyes is the thinnest on the body. With less protective collagen and elastin (two proteins that help form connective tissue), this delicate skin tends to show its age earlier in life. Plus, people often neglect to apply sunscreen to this area for fear of irritation.

Happily, there are simple steps you can take to help keep lines, puffy eyes and dark circles at bay.

1. Wear sunscreen and stop smoking!
Two of the worst things for your skin are UV rays and tobacco. So steer clear of cigarettes and the sun. In addition, when you cannot avoid the sun, make sure to wear hats and protective clothing and layer on the SPF. A terrific product to try: ANEW REJUVENATE 24 Hour Eye Cream with SPF 25. A two-in-one product, the Day Revitalization Eye Cream protects against both UVA and UVB rays and helps smooth the look of fine lines and wrinkles.

2. Use specially formulated eye products in the eye area.
It is important to use products specifically designed for the delicate skin in the eye area. Some regular moisturizers contain ingredients that are far too harsh for the delicate eye area. Be sure to apply gently with your ring finger because you can do more harm than good if you tug on this skin repeatedly over time.

3. Do use products to combat dark circles.
It’s simply not fair: some people are genetically disposed to discolored skin under their eyes, no matter how healthy and well rested they are. For anyone with chronic or occasional dark circles, there’s good news: ANEW REVERSALIST Illuminating Eye System is a great two-part product that helps address dark circles and fine wrinkles. Apply the Eye Cream, which reverses the look of dark circles and fine lines, then follow with the Sheer Veil, which has expert skin brighteners to illuminate your under eye area instantly.

4. Apply cool teabags or cucumber slices to puffy eyes to reduce swelling.
A few good anti-swelling habits to keep in mind as well: try to steer clear of alcohol and salt, and sleep seven to eight hours a night. These steps will help ensure that you don’t retain excess water under your eyes and elsewhere.

5. Consider options for lifting skin around the eyes.
One of the key signs of aging on your face is skin around the eye area that needs a lift. But there are several options to improve those bags under your eyes and drooping eyelids. If you dream of an eye or brow lift but not sure you want to make a surgical commitment, consider less invasive options including thermal lifts, which tighten the skin using heat, and injectable cosmetic fillers that reduce sunken eye appearance.

20 Years of Innovation
ANEW’s Advanced Research and Anti-Aging Discoveries.
Avon opened its first research and development laboratory in 1897 and has been revolutionizing the beauty industry ever since. Starting with just 12 employees in the Research & Development (R&D) department, the company now employs 350 scientists and technicians and has transformed its original wooden-framed factory into a state-of-the-art, 225,000-square-foot facility. With 40,000 associates and 6.4 million independent sales representatives who serve 300 million customers across the globe, Avon’s influence is far-reaching—and for good reason. Avon is dedicated not only to producing innovative skin care technology but also to understanding women’s needs worldwide.

In 1992, Avon launched ANEW, a groundbreaking anti-aging skin care line. More than 200 scientists, chemists, and clinical analysts now work in collaboration with world-renowned universities, research institutions, dermatologists and beauty experts to continually develop cutting-edge ANEW technology. The result is a transformative line of skin care products that helps skin appear younger and women feel more confident.

Nearly two decades of ANEW breakthroughs deserve a timeline of recognition. Take a closer look at some of ANEW’s age-fighting advances:
Avon is the first to introduce Alpha Hydroxy Acid (AHA) technology to the mass market. One of the most popular ingredients in skin care products today, AHAs are found in grapes and citrus fruits. The first mass-market product with AHAs to reach consumers, ANEW All Perfecting Complex for Face, changed anti-aging skin care forever.
AVC10, a new anti-aging molecule created by Avon is patented. Avon scientists assembled a powerful combination of age-defying elements, including vitamin C and fused them together to create a new molecule, otherwise known as AVC10. ANEW Night Force Vertical Lifting Complex was the first AVC10 infused product, paving the way for many others to follow.
Avon’s R&D experts develop the RETROACTIVE line. Our skin care line formulated to treat skin at the cellular level, RETROACTIVE, features products that contain the Rejuvi-Cell complex, a mix of hydrolyzed milk protein, sunflower and plankton extracts, formulated to enhance cell-to-cell communication to help re-energize old skin cells.
ANEW CLINICAL launches when its first product, Line & Wrinkle Corrector, hits brochures. The CLINICAL line allows women to get great results at home and thus became a global best seller. The Line & Wrinkle Corrector helped rebuild collagen, elastin and hydroproteins. The Line & Wrinkle Corrector plumps the look of fine lines and wrinkles.
Sirtuin Youth Protein technology revitalizes ANEW’s bestselling ULTIMATE line. When medical researchers uncovered a naturally occurring youth protein called sirtuin, Avon researchers knew they had to find a way to incorporate a sirtuin producing complex into their products. After seven years of research and groundbreaking work with a leading biotechnology company, Avon’s Pro-Sirtuin TX complex was born. Formulated to stimulate the production of sirtuin youth proteins, the ANEW ULTIMATE line helped change the way skin looks. The visible results: rebuilt firmness, density and cushion, visibly reduced age spots and deep wrinkles.
Avon scientists develop Activinol Technology. Years of research went into discovering how to harness and produce activin in skin, a natural repair molecule that starts the healing process when we get cuts, scrapes or bruises. It turns out, wrinkles are actually just a series of micro-skin injuries. Avon found a way to turn on activin production with its patented Activinol Technology, which can be found in the ANEW REVERSALIST line. This revolutionary regimen delivers fresh new skin with visibly reduced wrinkles for a dramatically younger look.
The ANEW PLATINUM line, which uses Paxillium Technology, launches. Once again, Avon scientists revolutionized anti-aging skin care when they discovered that paxillin, a key skin protein, was critical to maintaining the youthful shape of skin cells. As we age, this protein declines. Avon’s R&D scientists devised Paxillium Technology, which is formulated to stimulate paxillin production by up to 60 percent. The ANEW PLATINUM line is designed for women who experience the most advanced signs of aging. Consumer testing shows it helped restore the look of youthful contours by reducing the appearance of deep wrinkles and visibly lifting skin.
Avon introduces ANEW GENICS, the next generation of anti-aging science. Avon scientists were intrigued by longevity research conducted by a leading university in Italy. This university studied a group of healthy individuals and discovered that those people in the group who lived long, healthy lives, some past 100 years old, all had something in common: a highly active youth gene. This youth gene that keeps the body healthy, also produces proteins that can help skin cells act younger. Avon scientists formulated YouthGen™ technology to stimulate this youth gene1 and incorporated it into the ANEW GENICS line, the future of anti-aging skin care. This powerful, cutting edge formula produces results that will amaze you as you start to look up to 10 years younger2.
Here Comes the Sun
SPF Q&A. Get the facts.
Most people love showing off a glowing tan—and some try to maintain one all year long. But exposing your skin to the sun has risks and can cause your skin to age prematurely. Here are answers to your most burning questions about sun protection, sun tanning and, yes, sunburns.

When it comes to the sun's rays, I know about UVA, but what's UVB?
Good question! Ultraviolet Radiation B (UVB) rays are the chief cause of reddening and sunburn. They also play key roles in both tanning and skin cancer development—which is why there truly is no “safe” way to get a tan. By contrast, Ultraviolet Radiation A (UVA) rays penetrate the skin more deeply, causing wrinkles and other outward signs of photo aging. Most importantly, you’ll want to look for products that are labeled as protective against both spectra, sometimes called “broad spectrum” products.

Which SPF level is right for me?
Good question! Ultraviolet Radiation B (UVB) rays are the chief cause of reddening and sunburn. They also play key roles in both tanning and skin cancer development—which is why there truly is no “safe” way to get a tan. By contrast, Ultraviolet Radiation A (UVA) rays penetrate the skin more deeply, causing wrinkles and other outward signs of photo aging. Most importantly, you’ll want to look for products that are labeled as protective against both spectra, sometimes called “broad spectrum” products.

How much sunscreen should I use?
Good question! Ultraviolet Radiation B (UVB) rays are the chief cause of reddening and sunburn. They also play key roles in both tanning and skin cancer development—which is why there truly is no “safe” way to get a tan. By contrast, Ultraviolet Radiation A (UVA) rays penetrate the skin more deeply, causing wrinkles and other outward signs of photo aging. Most importantly, you’ll want to look for products that are labeled as protective against both spectra, sometimes called “broad spectrum” products.

What can I do to avoid breakouts and irritation?
Good question! Ultraviolet Radiation B (UVB) rays are the chief cause of reddening and sunburn. They also play key roles in both tanning and skin cancer development—which is why there truly is no “safe” way to get a tan. By contrast, Ultraviolet Radiation A (UVA) rays penetrate the skin more deeply, causing wrinkles and other outward signs of photo aging. Most importantly, you’ll want to look for products that are labeled as protective against both spectra, sometimes called “broad spectrum” products.
Skin Sins
Bad Habits That Could Be Making You Look Older.
Taking care of your skin to maintain a youthful, healthy appearance isn’t just about what products you use. Your face can show signs of aging as a result of a few poor habits and lifestyle choices that could be harming your skin. Quitting these habits cold turkey won’t reverse the aging process—what’s done is done—but the good news is that kicking these bad behaviors to the curb now can help prevent you looking older down the road.

1. Smoking

You already know this is a bad habit for a multitude of health reasons, but do you know what it can do to your skin? You may notice aging signs sooner than normal, because smoking causes tiny blood vessels to narrow in the outermost layers of your skin, decreasing blood flow. Plus, it exhausts the skin of nutrients and oxygen—both important for maintaining healthy, glowing skin. There are more than 4,000 chemicals in tobacco smoke, many of which destroy the skin’s collagen and elastin—the fibers that help keep your skin strong.

Puckering your lips and squinting your eyes while smoking may also lead to visible results such as lines on or around eyes and lips. In addition, smoking may deprive the skin of nutrients and oxygen so that skin color can become paler.

But there’s good news! Once you quit, blood flow through the body improves within just a few months, and over time damage some internal damage can be reversed. Your skin will start receiving more oxygen and nutrients, allowing it to function better, and you to look healthier.

2. Ignoring stress

When stress builds up, your skin can become more sensitive and reactive and existing skin conditions can have a tendency to flare up. Plus, if you’re feeling stressed, you may be more likely to neglect your skin or ignore your regimen.

Overall, the mind and skin are connected on many levels—nerve endings are connected to the skin, so as emotions come out, they can be expressed through the skin in negative ways.

Learn to cope and manage stressful moments. Try yoga or meditation—or just enjoy some solo time to breath and reinvigorate. However you choose to take control, your skin will thank you for it.

3. Noshing on fast food and sugary drinks

AAs we get older, our skin becomes thinner and the outermost layer loses lipids (fat-like substances), making it drier and unable to retain as much water. Nix the soda and pay more attention to drinking water consistently throughout the day to keep moisture in and flush toxins out.

Don’t forget about your daily food choices too. Foods high in antioxidants, such as green tea and blueberries, can have a protective effect on your skin. A diet high in processed or refined carbohydrates and unhealthy fats may contribute to aging skin, so avoid those fast food options and consider foods like carrots, apricots, tomatoes, lentils, salmon, mackerel and nuts.

4. Being in the sun and skipping the sun protection

Sun protection is essential at every age. Over time, the sun’s ultraviolet light damages the skin’s tissues (collagen and elastin fibers) and can cause deep wrinkles, dark spots, loss of firmness and sagging. You may also see more freckles, dark spots and patches on your face, neck and chest as a result of the fiber breakdown as well.

Avoiding the sun whenever possible is important. If it is impossible to avoid the sun, it’s important to wear hats, protective clothing, seek shade, and apply SPF 25 or higher that protects against both UVA and UVB rays. Reapply sunscreen at least every two hours—even on cloudy days—to avoid damaging sunburns. Be sure to check the SPF count in your facial moisturizer to determine if it provides enough protection—and opt for a wide-brimmed hat for extra coverage.

ANEW SOLAR ADVANCE Sunscreen Face Lotion SPF 45, formulated with RepairShield™ Technology, is a great product to use as it not only protects you from harmful rays but also reduces the look of wrinkles and skin discolorations.

5. Doing nothing

Whether we like it or not, time goes on and our skin does age, but the truth is it’s never too early to start caring for your skin—and it doesn’t have to be complicated. Start with a great cleanser, use it correctly—without over or under washing—and a moisturizer with UVA and UVB sun protection.

Over time, as your skin changes, build a routine according to what your face needs, adding more products like night creams and serums as necessary. If you’re ready for something more regimented, try the ANEW regimen best suited to your skin’s needs for a great morning and night routine that cleanses, moisturizes and treats. Once you start caring for your skin on a daily basis, it will show, and others will be looking for your secret!
Can Changing Your Makeup help Turn Back Time?
Tips That Can Help You Look (and Feel!) Your Best

Your Face

It’s tempting to pile on makeup in hopes of hiding any tell tale signs of aging. In fact, heavy foundation may only accentuate fine lines and wrinkles. When choosing a foundation for mature skin, the best advice is to lighten up. Try using a tinted moisturizer or mixing your foundation with moisturizer so that skin appears fresh and natural. And skip the powder finish: on young skin, powder is terrific for reducing shine, but it tends to exaggerate wrinkles and the matte finish only makes skin look duller. If you feel naked without it, confine its application to wherever you tend to shine—on the nose and the chin, for example.

Your Cheeks

As we age the number of blood vessels feeding the skin decreases as does cell turnover, which is why complexions tend to lose some of their freshness and radiance. Bring back a healthy glow by applying powdered blush with a large brush to the “apple” of your cheeks—the area that pushes up when you smile—avoiding the hollows under the cheekbones that can exacerbate the look of sunkeness. When choosing a shade, think neutral: pretty pink and dramatic dark shades look best on young women. Opt instead for a shade not so different from your skin tone but with a hint of rose.

Your Eyelids

Open your eyes! A common sign of aging is drooping (or even slightly hooded) eyelids. Applying a smoky shadow from the lashline to just above the crease can help mask the sagging a bit. And sadly, while you may still sparkle on the inside, forego the shimmery shades that settle into creases on the eyes and illuminate sagging—that can make both appear more prominent.

Your Eyelashes

The easiest "eye lift" ever? A quick session with an eyelash curler before you apply mascara. Be sure to choose the darkest shade of mascara that works for your hair and skin color. If you have medium brown hair, for instance, don't be afraid of jet black-dark lashes make the whites of your eyes look brighter, another "eye opener." Because lash hairs tend to be less lush with age, steer clear of mascaras advertised as "thick" or "volumizing"-they can clump up thin lashes. And try skipping lower-lash mascara altogether: clumps are even more evident here, calling attention to an area that's likely to have a few wrinkles and/or dark circles. While you're at it, if you're accustomed to using a pencil to line both your upper and lower lids, try skipping the latter.

Your Brows

Just as the hair on your head tends to thin with age, so do brow hairs. Thicker brows are a sign of youth. This fix is any easy one, provided you take care to choose a pencil or powder (your choice!) that’s an exact match for your brow color. Use a light hand to apply color to sparse brows, then set that color with a clear brow gel. Try an ultra-fine pencil that can make finer lines to create natural looking definition. Gorgeous!
Top Anti-Aging Ingredients
...and How They Work.
Ever try to buy skincare products but aren’t sure where to start? Does the list of near-unpronounceable ingredients on product labels intimidate or confuse you? Sometimes it can be intimidating, but it doesn’t have to be this way. Read on for a handy guide that can help you easily determine what to look for to meet your skincare needs. Here’s a list of common ingredients in skincare products, and what they do.

Hyaluronic Acid
You’ll find this naturally occurring substance in the human body as well—concentrated in your connective tissues, particularly in the joints and eyes. The concentration of naturally occurring hyaluronic acid in skin decreases with age.

Alpha Hydroxy Acids
One of the most popular ingredients in skincare products today, AHAs are a class of chemical compounds that can be found in grapes and citrus fruits. These acids gently slough off dead cells on the skin’s surface, revealing new skin underneath. Avon was the first to introduce Alpha Hydroxy Acid Technology to the mass market in 1992 with ANEW All Perfecting Complex for Face.

Most people know that vitamin C, or ascorbic acid, is found in orange juice and that it helps boost immune systems. Many don’t know, however, that it is also found in various skincare products, where it is used to help fight free radicals or unstable molecules that cause skin damage.

Vitamin E—found in vegetable oils, nuts, seeds, and leafy greens— is also used to help fight free radicals.

Short chains of amino acids, peptides are the building blocks of proteins. There are many different types of peptides which all produce different results. Avon uses peptides in its ANEW CLINICAL line.

Retinol is a vitamin A derivative that helps skin produce collagen, an important protein that gives skin its structure, firmness and elasticity.

It’s also important to be aware of certain proteins in your skin:

Sirtuins are protein enzymes that help repair damaged cells. Sirtuins are referred to by many as a naturally occurring “Youth Protein.” Products like Avon’s ANEW ULTIMATE Age Repair Day SPF 15 are formulated to stimulate sirtuins to help create healthier essential youth cells.

Activin is a natural repair protein that starts the healing process when we get skin injuries. Wrinkles are actually just a series of micro-injuries, so Avon was inspired to study activin for its Reversalist line. Avon scientists discovered how to stimulate activin production. Using extracts from two Southeast Asian plants, Amorphophallus and Sesbania, Avon’s patented Activinol Technology can be found in the ANEW REVERSALIST line.

Paxillin, a key skin protein, is critical to maintaining the youthful shape of skin cells. As we age, this protein declines. Luckily, after three years of research, Avon’s R&D scientists devised Paxillium Technology, formulated to stimulate paxillin production by up to 60 percent. The ANEW PLATINUM line, which is geared for women who are 60 and older, returns the look of youthful contours to aging skin.

Lines, Bags and Sags
Understanding Your Aging Skin's Trouble Spots.
Worried about sun spots? Blotches? Loss of firmness or rougher feeling skin? As time passes, you’ll notice certain trouble spots on your face, but thankfully you can do something about it! Get in the know about common signs of aging—and how to minimize their appearance each step of the way.

Rough Texture and Uneven Skin Tone
When you begin to notice a less than smooth texture and diminished radiance, it’s because skin cell turnover slows causing older, drier cells to remain on the surface. At the same time, pores can enlarge making skin appear more dull and rough as you age. Make sure to apply a daily moisturizer every day after you cleanse your face and before you go to bed to avoid dull and rough-looking skin. Also consider using an expert exfoliant like that of ANEW CLINICAL Advanced Retexturizing Peel to slough off dead skin cells and promote skin cell turnover.

Lines and Wrinkles
Dynamic lines and wrinkles are caused by years of facial movement such as smiling, frowning, squinting and crying—natural expressions that come and go, and that all contribute to living a great life full of character. Static lines develop independently, like nose-to-mouth lines, and are hard to prevent. But there are some simple things you can do:

Sleep on your back to avoid sleep lines—wrinkles fixed in the surface of your skin. Sleeping on your side can lead to wrinkles on your cheeks and chin, and sleeping facedown can give you a furrowed brow.

And don’t over-wash your face, because you’ll strip away natural oils necessary to protect it.

Dark Spots, Blotches and Age Spots
As more time passes, your skin tone becomes less even and you may start to notice brown patches, spots and blotches. Unlike freckles, which are symmetrical, age related discoloration (also known as sun spots or age spots) are larger, and often more asymmetric. You can try at-home products such as ANEW CLINICAL Luminosity Pro Brightening Serum, which instantly makes skin look brighter and more even toned. Its anti-dark spot helix is formulated to help inhibit pigment production and the brightening gel is designed to help remove dull skin cells.

Loss of Firmness and Elasticity
When your skin’s collagen and elastin (the proteins that help form connective tissue) begin to decline, your face becomes less firm and bouncy. But you can help slow down this process by reducing your sun exposure—a key cause of collagen damage that can lead to loss of firmness. You can also try products that are formulated to help encourage collagen and elastin production, like ANEW CLINICAL Lift & Firm Pro Serum. The anti-gravity gel is uniquely designed with a skin-tightening polymer and the pro-firming beads are designed to help boost elastin production.

Sagging and Loss of Firmness
Gravity continues to take its toll and your skin’s underlying structure breaks down. Genetics, shifts in weight and excessive sun exposure can add to this effect. The result, skin on the cheeks loses resilience, the contours of your jawline begin to soften—the tell tale signs of sagging skin. Try the ANEW CLINICAL Thermafirm Face Lifting Cream, formulated to stimulate collagen. The Triple Sonic Technology combining ultrasonic stressed yeast and other extracts is formulated to help tighten the skin’s layers. You can see firmer, more lifted skin in just three days.

As the signs mentioned above continue to progress over time, additional skin aging concerns could start to appear:

Lip Deflation
Your lips develop wrinkles, lose volume and definition over time as well. Whether it’s from years of sun exposure, pursing your lips while smoking or extreme dryness, you can treat your pout just like you do the rest of your face to help improve signs of aging. Try a daily lip moisturizer to infuse them with hydration. ANEW PLATINUM Eye & Lip Cream is formulated with Paxillium Technology to help restore youthful cell shape. The formula fills in the appearance of deep lines on and around your lips.

Extreme Dryness
Dry skin is common as we age due to the loss of oil glands (and compromised moisture barrier). Especially after menopause with declining estrogen levels, your skin is noticeably drier and thinner. Overuse of soaps and hot showers can make it worse. Use a moisturizer daily. Try ANEW PLATINUM Emulsion to help your skin replenish its vital moisture reserves and let hydration levels surge by up to 400 percent.

Aging by the Numbers
Surprising Facts Every Woman Should Know.
  • Myth debunked! We do NOT get all of our lifetime sun damage by the time we’re 18. One study says that we only receive 23% of sun damage by the time we’re legal adults and get about 10% more damage every decade after that. So keep lathering on that sunscreen. A great tactic is using a broad-spectrum sunscreen with anti-aging ingredients, like Avon’s ANEW Solar Advance with RepairShield™ Technology. It goes beyond protecting skin from harmful rays and actually treats and reverses the look of discoloration and wrinkles.

  • Since 1997 the amount of surgical and nonsurgical cosmetic procedures per year has more than quintupled. According to one industry study, in 2011, there were more than 9 million cosmetic procedures performed in the U.S.! Pressure to look younger in our society is at an all time high and consequently so is the popularity of anti-aging tactics.

  • Confidence is key in making a woman attractive. It’s no wonder that attractiveness can develop with age as most women don’t learn what makeup looks best on them and what skin care products to use until they get older—great looking skin is a sure-fire way to boost confidence levels.

  • According to a 2005 study, for many women (57%) the first place they experience signs of aging is around their eyes.

  • One of the best ways to get luminous, youthful looking skin is by keeping it hydrated but this hydration must come from a moisturizer, NOT from drinking more water. Countless dermatological studies maintain that the moisture in our skin is affected by age and the environment. So get liberal with a moisturizer such as the day or night creams in these ANEW anti-aging skincare lines: Rejuvenate, Reversalist, Ultimate 7S and Platinum.