Avon has launched Anew Renewal Power Serum containing world-exclusive Protinol technology.

The new serum is proven to smooth lines and firm skin faster than formulas containing retinol, without irritating skin.

In a clinical trial, 100% of women reported results on multiple signs of ageing, including: firmer, smoother looking skin; a radiant glow; minimised pores; stronger, more resilient skin; and a reduction in the appearance of fine lines.

Anew Renewal Power Serum with Protinol helps to restore both collagen I and III in skin, which need each other to function efficiently. It also contains niacinamide, which helps protect collagen and renew skin at the surface to promote even skin tone, combat blemishes and reduce the appearance of large pores.

Anthony Gonzalez, Avon’s Director of Global Skincare and Trend Innovation, says: “At Avon, we wanted to create a stand-out product that delivered even more effective anti-ageing results than anything else in our Anew range. This intriguing ingredient Protinol not only works its magic by reducing wrinkles, but also reduces sagging and increases firmness of the skin. We’re so pleased to be able to bring this incredible formulation to an everyday product that can be used by all women, in the form of Anew Renewal Power Serum. The results really do speak for themselves. In my 20+ years as a scientist, I have never seen such powerful results from a daily topical skincare product in such a short space of time.”