Avon aims to stop wrinkles in their tracks withAnew Reversalist, a new antiaging range targeting women in their 40s. The product will officially launch next month, but is now available online at www.avon.com.

According to Avon, Anew Reversalist Renewal Serum and Night Renewal Cream reverse the appearance of wrinkles by increasing the production of activin, one of the skin’s natural repair molecules.

Typically, the molecule is only stimulated when the skin is cut, but Avon’s research and development team has coaxed it for its purported ability to stimulate the creation of new skin cells. The patent-pending Activinol Technology is centered on two key phytochemical ingredients: Amorphophallus, which is intended to stimulate activin production, and Sesbania, which is said to boost skin’s support structure.

In the U.S., Anew’s Reversalist Night Renewal Cream is available for $32, while Anew’s Reversalist Renewal Serum, which contains a higher concentrate of Activinol Technology, is available for $44. The new line will be promoted by model Yasmin Le Bon, the 44-year-old wife of Duran Duran front man Simon Le Bon.

Next year, Avon will add a foaming cleanser in January and an SPF 25 Day Renewal Cream and Illuminating Eye System in March to the Reversalist franchise.