History of Aveeno

The unique story of AVEENO® began back in 1945, with the introduction of the Soothing Bath Treatments. This natural bath additive contained 100% colloidal oatmeal (“colloidal” means milled to an ultra-fine powder), known for its natural ability to hold in moisture and relieve dry, irritated skin, was developed by the Musher Brothers in conjunction with the Mayo Clinic, USA. In fact, the Mayo Clinic was the Brand’s first customer, making AVEENO® doctor recommended for 60 years.

For many decades, US dermatologists and paediatricians not only recommended the AVEENO® Soothing Bath Treatment, but also recommended the body moisturiser and anti-itch products to temporarily protect and help relieve a range of skin conditions, including winter dry skin, eczema, and poison ivy/oak/sumac as well as soothe chicken pox, hives and sunburn.

Because of the AVEENO® brand’s unique use of natural ingredients, therapeutic heritage and long-standing relationship with the professional community, Johnson & Johnson acquired the brand in 1999.

In 2000, AVEENO® utilised its expertise in natural colloidal oatmeal and other skin protectants to launch a line of baby products to gently cleanse, moisturise and protect baby’s delicate skin. This represented the first of many product extensions for the Brand.

AVEENO®, the leader in ACTIVE NATURALS™, continues to develop breakthrough product formulations with new and existing natural ingredients that are clinically proven to deliver real skin care benefits leaving you with healthier-looking, beautiful skin. No wonder AVEENO® has been endorsed and recommended by dermatologists and paediatricians for over 60 years.

The Healing Power of Oats

Oats have a long history of being valued for skin care. As early as 2000 BC, the Arabians and Egyptians used oats to beautify the skin. The ancient Greeks and Romans also documented the use of “oat baths” to heal skin ailments. That’s because the multiple benefits of natural oats include miniaturisation, cleansing, and soothing relief of dry, itchy skin.

Only AVEENO® products carry ACTIVE NATURALS™ featuring natural colloidal oatmeal, clinically proven to relieve dry skin and moisturise for a full 24 hours.

Discover oats: The secret for healthier-looking skin.

• Relieves dry skin: Oatmeal milled into an ultra-fine powder will adhere to surface irritants, which can then be gently rinsed away, promoting relief. Additionally, the natural colloidal oatmeal lotion formulas of AVEENO® moisturise and help protect skin.
   
• Soothes itchy, irritated skin: Colloidal oatmeal provides temporary skin protection and relieves minor itching and irritation due to rashes, eczema, poison ivy/oak/sumac, and insect bites.
   
• Soothes extra dry, irritated skin: Colloidal oatmeal combined with menthol, shea butter and other skin protectants has been clinically proven to relieve itchy, extra dry and cracked skin.
   
• Moisturises skin: Oat proteins leave a protective barrier on the skin, which prevents water loss to help maintain moisture.
  

The Benefits of Soy

Scientists at AVEENO® also noticed a curious fact: Asian workers in soybean factories who handled soy regularly had hands that were especially smooth and even-toned. That’s because soy offers multiple benefits inherent in its natural composition, including a rich source of protein, a rich mixture of lipids and carbohydrates — good for moisturisation, combined with a mixture of various vitamins with antioxidant benefits.

The Science of Extracting Soy
In the past, refining whole soybeans would destroy many of the bean’s complex proteins and properties. AVEENO® scientists created a unique way to process the soybean to retain the naturally active benefits of the soybean. The AVEENO® patented soybean processing ensures minimal loss to heat or refinement, which provides a concentrated form of the whole soybean. AVEENO® Scientists then created a patented Total Soy Complex active soy, which captures the multiple benefits of the natural soybean for immediate and long-term skin benefits.

Only AVEENO® products carry ACTIVE NATURALS™ featuring Total Soy Complex and natural soy, clinically proven to help even out skin tone and texture while providing antioxidant and moisturising protection.

Discover soy: The secret for radiant skin.

• Evens skin tone: AVEENO® early scientific research show exclusive total soy proteins work to reduce blotchiness and discoloration by evening the appearance of pigments within the skin's surface.
   
• Smoothes and softens skin texture: The soy in AVEENO® helps to reduce the appearance of fine lines and wrinkles.
   
• Reduces the appearance of unwanted hair: Specific components of the naturally active soy in AVEENO® have been shown to improve hair softness, fineness, and coarseness, as well as skin tone and texture on face and body.
   
• Moisturises skin: Vitamin E is a natural component of soy with anti-oxidant properties, which helps to protect the skin from environmental stresses like free radicals.

The Benefits of Feverfew

Advancing the Science of Feverfew
Naturally calming feverfew found in AVEENO® is a patented skincare breakthrough and has been shown in preclinical testing to effectively deliver the broadest range of anti-oxidant and anti-inflammatory benefits compared with over 2,000 other natural ingredients. In addition to providing anti-oxidant activity, it calms and soothes compromised and assaulted skin. Feverfew is proven to reduce redness and irritation caused by internal and external aggressions.

Product Testing

Please note that all products have been extensively tested by Johnson and Johnson in America and Canada.  If you require further information about any of the products described on this website then please look at www.aveeno.com.

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