This Anew Lip Plump from Avon, it a very old product, meaning it's been around for at least 15+ yrs. I remember selling it when i was an Avon Rep' and that was in the early 90's. Avon do keep alot of their products, but to revive them they repackage/remarket for todays market. This may be one that went into the achives has been brought back out. The Lip Plump is supposed to be effective, but its more sublte or non-exsistant. The Lipstick itself works bettr as a good condition clear balm, rich in moisturisers, but the collagen is not of a high concentrate to show any results. If your looking for a good lip balm then buy it, but there are cheaper, as for lip plumping, they can be bought from most other known brands at or around a similar price.