Are These New AVON Anew Launches Luxe-Level Dupes? A Beauty Marketer’s Deep Dive

If you love a good glow-up without the gut-punch price tag, AVON’s latest Anew line-up is catnip. The formulas lean into collagen support, firming and everyday UV protection — all classic prestige talking points — but at far more wallet-friendly prices. Below, I break down six Anew products, the kind of skin results they chase, and the well-known high-end products they’re most reminiscent of. It’s not about being ingredient-for-ingredient identical; it’s about similar benefits, textures and “what it does on the face” — so you can shop smart.

1) Anew Renewal Power Multi-Protection Shield Cream SPF15

What it is: A light, daytime moisturiser with built-in SPF15 and an antioxidant/“daily defence” brief. Think: hydrates, softens, cushions skin against everyday stress, and sits well under make-up.

What it feels like on skin: Typically a soft cream-gel texture that absorbs cleanly and leaves a comfortable, not-greasy finish. Designed for the desk commute and indoor days rather than a poolside holiday.

Who it suits: Normal to dry skin that wants a simple one-and-done day cream for office hours. Great for “I want moisture + some SPF in my cream.”

Likely luxe counterparts:

• Estée Lauder DayWear SPF15 – the same everyday “antioxidant day cream with modest SPF” concept and that cushioned, makeup-friendly feel.

• Lancôme Rénergie Day Cream SPF – a firming-leaning day cream with SPF that aims to smooth and support, again in the daily-defence vein.

Smart chemist alternatives to note: No7 day creams with SPF or L’Oréal Revitalift day creams (often SPF 20–30) if you prefer a higher factor.

Pro tip: SPF15 is fine for short commutes and indoor days. If you’re outdoors for longer, layer a dedicated SPF30–50 on top.

2) Anew Platinum Lift & Tighten Lifting Serum

What it is: A firming, contouring serum aimed at the “tighter, smoother, more lifted” look, often using a combo of collagen-support claims with instant film-forming polymers for that subtle, immediate taut feel.

What it feels like on skin: Lightweight and glide-y. You’ll often notice a gentle “mesh” effect once it dries down — soft-focus smoothing before moisturiser and make-up.

Who it suits: Skin looking softer around the jawline and cheeks that wants extra snap without a heavy, oily finish. Great under moisturiser, day or night.

Likely luxe counterparts:

• StriVectin “tightening” style serums – known for a lifted look and peptide-rich smoothing.

• Clarins firming serums – comfortable, cosmetically elegant firming/contouring with a satin finish.

Smart chemist alternatives to note: L’Oréal Revitalift serums and No7 firming serums if you want that smoothing feel with a high-street budget.

3) Anew Platinum Lift & Tighten Night Cream

What it is: A richer night cream in the same “lift & tighten” family. Night creams in this space combine emollients (to cushion), humectants (to plump) and firming actives to help skin look bouncier by morning.

What it feels like on skin: Comforting, cocooning and smoothing as you apply; designed to leave skin springy when you wake up.

Who it suits: Normal to dry or mature skin that wants an overnight comfort blanket with a firming brief.

Likely luxe counterparts:

• Lancôme Rénergie Night – a classic “uplift while you sleep” story.

• Shiseido Vital Perfection Night – a silky, supportive night cream for visible firmness and bounce.

Smart chemist alternatives to note: Olay Regenerist-style night creams if you like a plush texture with a serious smoothing agenda.

4) Anew Reversalist Plump & Smooth Night Cream

What it is: A plumping, line-smoothing night cream (the clue’s in the name). This family tends to focus on cushioning hydration, line-filling humectants and skin-conditioning agents so fine lines look softer by morning.

What it feels like on skin: Richer than a gel, lighter than a heavy balm — a “comfort cream” that melts in and leaves a pillowy after-feel.

Who it suits: Early-to-mid signs of fine lines, dehydrated skin, or anyone who wants a smoother canvas by breakfast without a greasy film.

Likely luxe counterparts:

• Kiehl’s Super Multi-Corrective Cream – multi-benefit smoothing and bounce.

• Estée Lauder Revitalizing Supreme+ Night – plush, line-softening overnight comfort.

Smart chemist alternatives to note: No7 Lift & Luminate Night or L’Oréal Revitalift Night if you prefer widely available high-street options.

5) Anew Reversalist Plump & Smooth Day Cream SPF20

What it is: Daytime sister to the night cream above, with added SPF (typically SPF20) for daily protection and make-up-friendly smoothing.

What it feels like on skin: Silky and priming — it tends to blur a little and create a better canvas for foundation while keeping dehydration at bay.

Who it suits: Normal to combination skin that wants moisture + line-softening + a practical SPF in one step.

Likely luxe counterparts:

• Lancôme Rénergie Day SPF – firming/smoothing with daylight protection.

• Clarins Extra-Firming Day (SPF) – comfort + SPF + a slightly lifted look under make-up.

Smart chemist alternatives to note: L’Oréal Revitalift Laser SPF day creams or No7 serums/creams with SPF if you prefer a higher factor or a drugstore price.

6) Anew Sensitive Dual Collagen Cream

What it is: A sensitive-skin take on the brand’s collagen-support message — typically fragrance-leaning-low (or free), comforting, and focused on barrier support alongside the “dual collagen” storyline.

What it feels like on skin: Gentle, soothing and non-stingy on application, with a soft cushion finish. Plays well day or night.

Who it suits: Easily-irritated or newly retinoid-curious skin that still wants firmness support, or anyone who reacts to fragrance-heavy formulas.

Likely luxe counterparts:

• Elemis Pro-Collagen-type creams (for the collagen-forward positioning and plush finish).

• Algenist’s collagen creams (for the “collagen tech” story at a high-end price point).

Smart chemist alternatives to note: La Roche-Posay Toleriane or Avène Tolerance if your priority is “calm first, fancy later”.

How I’d Build a Routine with These (and Where the Dupes Fit)

• AM (normal–dry):

  1. Lifting Serum (for the instant smoothing base)

  2. Reversalist Day SPF20 (if you’re indoors most of the day) or the Renewal Power SPF15 if you prefer a lighter feel

  3. Extra SPF30–50 if you’ll be outside longer than a quick commute

• PM (normal–dry):

  1. Lifting Serum

  2. Reversalist Night or Platinum Night (choose Reversalist for pillowy plump, Platinum for firmer “lifted” finish)

• Sensitive days: swap in Sensitive Dual Collagen Cream morning and/or evening if your skin feels reactive, after the Lifting Serum if tolerated.

This mirrors how many prestige routines are structured — serum for targeted benefit, day cream with SPF for convenience, and a richer night cream for recovery — but you’re getting the same “category effect” without shelling out luxury prices.

Final Take

• Renewal Power Shield SPF15 is your everyday, office-friendly moisturiser in the spirit of luxe antioxidant day creams.

• Platinum Lifting Serum brings that prestige-style instant-tight feel many “firming” serums boast.

• Platinum Night echoes the plush, supportive night creams built to leave you bouncy by morning.

• Reversalist Night & Day SPF20 are the line-softening, plumping comfort duo; think multi-corrective vibes without the spend.

• Sensitive Dual Collagen Cream scratches the itch for a “collagen support” story made gentler for reactive skin — rare at the luxury end.

If you already have favourites from Lancôme, Estée Lauder, Shiseido, Clarins, StriVectin and the like, these Anew launches map neatly onto the same skin goals. Start with the texture you enjoy, layer in the serum if you want more snap, and always tailor the SPF to your day. That’s luxury logic — at Anew prices.