Avon launches moisturiser range to combat ageing skin

Avon, the direct selling cosmetics company, is launching a range of moisturisers to target women who use Botox treatments to combat signs of ageing.

The product, called Anew Ultimate Moisturiser, will be available at the end of this month, through the Avon catalogues. The company claims to have formulated an “ultimate fusion of gold, copper and magnesium”, which it says is clinically proven to combat wrinkles.

A spokeswoman for Avon says: “We do not claim that women can use Ultimate in place of Botox injection treatments, but the moisturiser is proven to work against the enzyme that breaks down collagen, one of the main structural components of skin. The product was researched at Avon’s skincare research centre in the US and is leading the way in skincare developments.”

Anew Ultimate Moisturiser will be priced at £18. Avon recently signed a £125,000 deal with girl band Atomic Kitten as part of a £1m youth-oriented revamp of its Color Trend range of products (MW January 31).

The deal does not include plans to launch any Atomic Kitten-branded Avon products, though the band is being featured in Avon catalogues and brochures.

The company also recently launched its first outdoor advertising, brokered by MediaVest.

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