The Cambridge Design Partnership (CDP) has collaborated with global beauty brand Avon to support consumer trials for new anti-ageing product ANEW Reversalist Infinite Effects Night Treatment Cream.

The new skincare product contains night creams Phyto+ and SuperRetinol complexes in a double-ended dispenser. Users switch between creams every seven days to optimise their anti-ageing benefits and to stop the skin from adapting to the skincare regime.

Avon Cosmetics global skincare research and development (R&D) executive director Paul Davies said: “We are incredibly proud of ANEW Reversalist Infinite Effects, the world’s first rotational anti-ageing night cream.

“CDP’s diialog technology helped us confirm that we designed the product to be intuitive and easy-to-use for our customers.”

“A year-long clinical study showed results improving month after month up to a full year, and key to achieving those results is rotating the two formulae.”

Clinical findings demonstrated reduced wrinkles and improved skin appearance when used for one year.

CDP incorporated its diialog technology to the product’s dispenser to provide insights into how participants used the product during the trial. This showed that they were able to follow the instructions and successfully swapped between creams as suggested.

Davies added:  “CDP’s diialog technology helped us confirm that we designed the product to be intuitive and easy-to-use for our customers, to help them stick to the regime long term.

“The unique insights from the diialog trial will help us continue to innovate and offer high-performance, high-quality, great-value products that meet the needs of consumers worldwide as well as make our six million representatives proud to sell.”