London: A 30-pound anti-wrinkle cream is offering a non painful alternative to women who were considering going under the knife.
During tests, the cream is said to have reduced the signs of ageing in just seven days.
That could explain why 60,000 women are said to have signed up for it on waiting lists.
Avon said that its cream contained an ingredient that boosted production of collagen and elastin, which gave skin its youthful plumpness and elasticity.
But as people aged, production of these proteins rapidly slowed, letting lines and wrinkles develop.
Avon also said that A-F33, the cream’s “miracle” ingredient, stepped in to stop this slowdown.
In tests, 69 women aged between 35 and 59 used the Anew Clinical Pro Line Corrector Treatment cream twice a day for 11 weeks.
All of them claimed that their wrinkles were reduced, with improvements noticeable in a week, the Daily Mail reported.
According to firm, some women even decided against cosmetic surgery after using it.
A 3D imaging camera was used by the dermatologists to look at the skin’s response and claimed that the cream had thickened the epidermis – the outer layer of the skin.
Another test on the skin cells suggested that they produced more collagen and elastin after being treated with the cream.
A-F33, which stands for Amino Fill 33, is a modified protein that was discovered by scientists in Princeton, US, and is licensed to Avon.
Anthony Gonzalez from Avon’s research and development department said that the ingredient had the power to change the way women looked after their skin.
“A-F33 is potentially as game changing in the fight against wrinkles as alpha hydroxyl acids (AHAs) and Retinol were in the 1990s,” he said.
The cream goes on sale on the Avon website on Friday or is available from the company’s famous Avon ladies.
Image courtesy: botoxalternative.co