Paulina Porizkova is the face of Avon Cosmetics latest breakthrough anti-aging miracle, Anew Genics.

Paulina who? To a generation more familiar with the likes of Gisele, Kate and Heidi, the name might not ring the loudest of bells. Ask any true-blue beauty and fashion hound, however, and she (or hegays will kill for their mastery of supermodel lore) will tell you that some two decades ago, even before Linda, Naomi, Elle and Christy became global first-name icons who hogged the same headlines as Hollywood stars, the Czech-born Porizkova was the fashion worlds model du jour, her Alpine cheekbones adorning every magazine cover from Vogue to Sports Illustrated and her $6-million dollar modeling contract with Este Lauder then the highest ever paid to a mannequin.

Porizkova is now 46, ancient by modelling standards, but in Avons recently rolled out Anew Genics ad campaign, she looks as stunning as ever. The beauty brand is not caught up in some trendy retro mode in hiring Porizkova for its latest product. Here, the medium is unmistakably the message, for the seemingly ageless Porizkova is hawking what Avon says is a skincare breakthrough serum that helps you look up to 10 years younger.

One look at its spectacular-looking poster girl, just four years shy of 50, and the product makes it point.

Pioneer status

The Anew Genics line, beginning with the Treatment Concentrate that is now available in the Philippines exclusively through Avon representatives (at P1,799), is the latest iteration of the beauty companys flagship anti-aging brand, Anew, which celebrates its 20th anniversary this year. Launched in 1992, the brand has become a worldwide $1-billion bestseller, with some 11,000 units of Anew reportedly sold every hour.

Avon claims pioneer status in the skincare industry as the first to mass-market alpha hydroxy acidnow a standard part of many anti-aging productsas the main ingredient of its Anew line. The brand has regularly introduced variants through the yearsamong them Anew Clinical, Anew Rejuvenate, Anew Reversalist, Anew Ultimate, Anew Platinum and Anew Solar Advanceto incorporate the latest skincare innovations its scientists and researchers have come up with.

Anew Genics, says Dr. Xiaochun Luo, chief scientific officer and group vice president for Avons global research and development, is another groundbreaking product that women will definitely be excited to try. Our international team of researchers and product developers invested 10 years in developing this product to make younger and reenergized skin accessible to women.

Come-on

Look up to 10 years younger! is Anew Genics come-onmade possible, says Xiaochun, by a patented YouthGen technology thats supposed to stimulate the activity of a youth gene in the body, which in turn leads to younger-looking skin.

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Harnessing the youth gene to fight skin aging

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