Avon Signs Jacqueline Bisset To Promote Anew Platinum

Actress Jacqueline Bisset, 65, is the face of Avon’s upcoming Anew Platinum, a skin care range developed for women 60 years and older.

The line aims to address skin concerns specific to women in this age range, including sagging and dryness, with Paxillium. The technology is billed as a “first-to-market ingredient” designed to restore cell health to encourage collagen production and elasticity.

A night cream, $38, and serum, $64, will be available in the fall, with additional products, including a day cream and eye cream, to follow. The products will be supported with TV, print and digital advertising efforts.

Anew Platinum follows the introduction of Anew Reversalist last fall, a skin care line targeting women in their 40s.

The launches are part of an effort to transform the $1 billion Anew into a $2 billion masterbrand, as set forth by chairman and chief executive officer Andrea Jung.