Anew Clinical Offers Collagen, Elastin, Hydro-Protein Benefits, Avon Says
This article was originally published in The Rose Sheet
Executive Summary
Avon's Anew Clinical Line and Wrinkle Corrector will bow in September as the flagship product in a new anti-aging skin care range, the direct-seller stated
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Avon's Anew Clinical Line and Wrinkle Corrector will bow in September as the flagship product in a new anti-aging skin care range, the direct-seller stated. Positioned as an anti-aging breakthrough, Anew Clinical is designed "to provide targeted, dermatological-like benefits" to the consumer, VP-Skin Care R&D Robert Kalafsky maintained. Anew Clinical Line and Wrinkle Corrector contains Avon's proprietary Derma-3X Technology , which includes apple root extract, saccharomyces/pichia peptone, olive leaf extract, alfalfa extract, pomegranate juice, padina pavonica extract and oxa acid, the company said. The patented technology focuses on "three key component's of your skin's matrix: collagen, elastin and hydro-proteins," Kalafsky explained. Collagen, elastin and hydro-proteins break down with age and lead to deep lines and wrinkles, Avon stated. Derma-3X "plumps up and fills in deep lines and wrinkles," the company claims. Line and Wrinkle Corrector is different than other Anew anti-aging products as it addresses all three of the key components - collagen, elastin and hydro-proteins - whereas other anti-aging items only target one or two, Kalafsky maintained. In consumer testing, women noticed the cream smoothed lines and wrinkles overnight, according to Avon. After one week, 87% of women felt more elastic skin, while 85% of women noticed an improvement in skin's firmness, the company added. Clinical studies, graded by an independent, outside dermatologist, demonstrated that after four weeks of use, 97% of women showed a visible reduction in facial lines and wrinkles, Avon maintained. The launch of Anew Clinical reflects the company's recent emphasis on increasing its investment in research and development. Avon announced last year it would be increasing its R&D spending by more than $100 mil. from 2002 through 2005 (1 (Also see "Avon To Triple R&D Investment; Open “State-Of-The-Art” Research Facility" - HBW Insight, 27 May, 2002.), p. 4). Line and Wrinkle Corrector will be supported with a national TV and print advertising campaign, which will highlight the Derma-3X technology and explain how the technology works to rebuild and restore skin's overall texture and resiliency, the company maintained. Breaking in September, ads will carry the tagline, "Anew Clinical: A treatment that does what no collagen injection can." The two-page print ad will appear in all of the "major" magazines and will feature a model with flawless skin and also an image of a dermatologist's needle, VP-U.S. Category Marketing Sally Haigh-Alex explained. The opposite page shows the product shot and describes the technology. Avon's toll-free number and tagline, "Let's talk" are featured at the bottom of the ad. Anew Clinical Line and Wrinkle Corrector will be promoted with approximately 4.5 mil. trial-size samples of the product, Avon said. The samples will be distributed to customers about six weeks prior to the launch, the company added. Additionally, the product will be featured on the cover of Avon's September brochure, Haigh-Alex noted. Avon plans to roll out additional Anew Clinical products beginning in 2004. The first of the extensions is slated to launch in the first quarter, the exec said. The Clinical range will be designed to address different targeted benefits, according to the firm. Previewed in recent company presentations as "Project Wow," the Anew Clinical product is expected to top the performance of Anew Ultimate , which achieved 2002 revenues of $21 mil., and is Avon's largest single skin care SKU (2 (Also see "Avon Aiming For $100 Mil. Mark With Teen Initiative In U.S. In 2004" - HBW Insight, 31 Mar, 2003.), p. 3). Anew Clinical Line and Wrinkle Corrector also will be priced at a slight premium to Ultimate's $30 price tag. At $32 for a 1 oz. size, Line and Wrinkle Corrector will mark Avon's most expensive skin care item. Anew Clinical Line and Wrinkle Corrector is housed in a white rounded jar with a silver band around the cap and silver lettering. |