Loss of collagen is the biggest skincare concern many of us have as we get older. Ageing slows down our production of collagen, the protein that gives skin its firmness, so as this process happens we tend to see the emergence of fine lines and sagging. Not only does this natural decline occur at a rate of around 1 per cent from the age of 25, other factors including stress, pollution, smoking and sun exposure can also impact our supplies of collagen. In short, trying to combat this deficit is a pretty universal challenge.
The experts at Avon, however, say they’ve found the answer, and it’s all down to an ingredient called Protinol, a new discovery that’s already been trademarked by the brand. This potent element is clinically proven to restore the collagen that’s naturally found in healthy, youthful skin, and according to Avon, has the ability to restore seven years worth of collagen loss in just seven days. That’s no mean feat.
Here’s the science: there are actually two key types of collagen in your skin, and just to make things more confusing, they’re referred to as collagen 1 and collagen 3. Collagen 3 also goes by ‘baby collagen’, and provides the texture and bounce in the skin of infants – collagen 1 uses collagen 3 as a framework to bind to, so they need each other to work at maximum efficiency.
Protinol, crucially, restores both of these types of collagen, helping to ‘mimic the equilibrium found in baby skin’ – and so Avon has channelled this in its new Anew Skin Reset Plumping Shots, which take just a week to revive, plump and rejuvenate the complexion.
To back up the assertion, the technology in the Avon plumping shots has been independently reviewed by Dr Ardeshir Bayat of The University of Manchester, who says this is the first time that he has seen a topical treatment restore the collagen ratio to that of younger skin. Avon’s own head of research and development, Anthony Gonzalez, goes as far as to call the development ‘nothing short of miraculous’, adding that ‘to find an ingredient that targets baby collagen as well as collagen 1 to restore skin plumpness is truly groundbreaking.’
The shots come in a set of seven ampoules; simply flick and snap off the cap, then apply the serum inside, and follow with your usual skincare routine. One shot contains enough product for your face, neck and décolletage, so you shouldn’t find yourself struggling to spread it. Once you’ve used them them up it’s suggested that you either incorporate a set into your routine once a month to maintain your new glow, or keep them in your arsenal for an extra lift before a special occasion, or when your skin needs some extra TLC.
The £15 product launched in June, and on the day of release, one kit sold every 30 seconds, so demand is high. Now they’ve had time to try it out for themselves, dozens of five-star reviews are flooding in from fans who call it ‘botox in a bottle’.
‘Nothing like it on the market . Really does tighten and reduce wrinkles,’ says one happy customer, while another writes: ‘Wow! This product is incredible!!! I saw a difference in my skin in just 3 days!! Highly recommend.’
Tempted to join them? Here are some before and afters so you can see the results for yourself…