I have been using the Anew Alternative line by Avon for over a year. Although I am in my 40s, I am usually guessed to be 10 years younger. The darker areas on my face cause by sun "worshipping" from years past have faded. The small lines are hardly noticable and the texture is very smooth.
Price wise I think the product is a good value, averaging between $25.00-$32.00 per item, certainly in line with higher end mass market products and MUCH less expensive that Department Store brands. Since the product is such a high quality, a small amount is all that's needed. Avon also runs specials on the line on a fairly regular basis, at times as good as buy one/get one.
While I certainly take other steps to protect my skin, watching sun exposure, not smoking, eating a healthy diet, etc...I really believe that Anew Alternative is one of the most positive steps I have taken and I recommend it to any women (or men) as a great way to defy age!