Wow.

Cult skincare brands often generate huge interest when they release a new product but we never realised there was so much buzz around Avon. The mail-order company seems t have caught the interest of a lot of people with its latest release - the Anew Reversalist Infinite Effects Night Treatment Cream. A crazy 30,000 people have already signed up to get one before it's even been released, according to Good Housekeeping. The clincher with this anti-aging moisturiser is that it claims to boost your skin's collagen levels over time, working better the longer you use it. It also contains retinol, a key anti-aging ingredient, which is no doubt adding to the hype around this product. Avon is calling it a world-first and we have to admit, the before and after photos do a good job of selling it. The two sides work in rotation, as you're supposed to use one side each night for seven days and then the other for seven days. The brand got ordinary customers involved in the creative process for the cream to make sure it was up to scratch, according to Jennifer Weinstein of Avon. "This was the first time Avon combined clinical testing with consumer-perceived efficacy. We wanted to make certain that the changes observed clinically were similar to what consumers were seeing. And they were!" It launches next week (7 September) and you can find out more about it here.