Avon has amassed a 30,000-strong waitlist for its yet-to-be-launched anti-ageing ANEW Reversalist Infinite Effects Night Treatment Cream, a much-needed boost for the company. 

The anti-ageing night serum, priced at £28, is set to launch on 7 September and works on an interval-training style theory, with the two-step application process said to boost collagen levels over a period of time – meaning the longer the product is used, the better the results.

The serum, which took three years to develop, has retinol as its main ingredient with a year-long study of 116 women showing that 97 percent of participants showed improvements in fine lines, while 83 percent had an improvement in crow’s feet.

The direct sales giant first shared news of the product to its consumers via its Instagram social media account, with the caption, ‘A world’s first for dramatic results on wrinkles that get better over time. Be part of the revolution and sign up to the waiting list and be in with a chance of winning 1 of 1000 FREE products… link in bio x #avon #anew #infiniteeffects #skincare’

The huge waiting list has garnered significant media attention, with Vogue magazine calling the product ‘the anti-ageing cream that keeps on giving.’