Avon patents variable skin care routine

By Deanna Utroske

- Last updated on GMT

Avon patents variable skin care routine
The social sales company moved its headquarters to Europe in 2016 and hasn’t exactly been making headlines in the Americas region in the interim. But, Avon announced early this month that it has secured two US patents for something that is being called ‘rotational infinite effects’ skincare technology.

Suffice it to say, few experiences are as enchanting or as moving after several months (never mind years) as they were the first time. And beauty lovers have been saying for time immemorial that “their skincare products stop working” ​after repeated use, as Avon notes in the media release announcing these latest skin care patents.

“The idea of interval training for your skin to avoid the commonly reported 'plateau effect' is an inspired concept with impressive ongoing results proven through a one year clinical study,” ​boasts Louise Scott, chief scientific officer at Avon, in a media release circulated this month. And, she adds, “I'm very proud of the world-class team behind this innovation.”

Early in June, Avon announced that the company had received not one, but two US patents for new technologies incorporated in to the brand’s ANEW Reversalist Infinite Effects products and the ANEW Ultimate Infinite Effects products. 

US Patent numbers 9,956,151 and 9,968,538

The two US patents share the same abstract text: “Provided are methods of treating skin with at least two alternating treatment modalities to improve the health and/or diminish signs of aging. Some methods according to the present invention may comprise topically applying at least two separate compositions, in a sequential, rotating, or alternating fashion to overcome adaptation, tolerance, or sensitization phenomena.”

Avon found that 55% of women experience a plateau effect with repeated use of the same skin care. This statistic is based on a survey the company conducted among 600+ women.

And Avon researchers documented with testing that rotational skin care delivers ongoing results “that do not stall over a full year,” ​according to the media release. Using computerized image analysis, the company ran a 6 month clinical study of its rotational skin care tech with 116 women that apparently demonstrated as much.

The full-text patents include more details on the new technology and can be found online here (9,956,151)​ and here (9,968,538)​.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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