Which? review finds cheap anti-wrinkle cream just as effective

By Simon Pitman

- Last updated on GMT

Related tags Sunscreen Effectiveness

UK consumer watchdog Which? has conducted its annual anti-wrinkle cream review, discovering that expense has little bearing and that none eliminate wrinkles.

Which? scientists set about testing some of the biggest European names in the anti-ageing category, comparing some of the most expensive products on the market with some of the cheapest.

The results showed that a hydrating lotion marketed under the Simple brand name had the same ‘limited’ effect on reducing the visible signs of crow’s feet around the eyes as the more expensive products that were assessed.

Nivea, Olay, RoC, Dr. Brandt...

The review panel studied the effects ofa total of 13 leading anti-aging products marketed in the UK under brands including Nivea, Olay, RoC and Dr. Brandt.

The range was chosen to represent a broad spectrum of procuts, from the mass market Simple Hydrating lotion, marketed at under £3 (€3.60), right up to the premium-targeted Dr. Brandt Lineless eye cream, marketed at £48.93.

Which? said it employed its panel of scientists to conduct the study using five volunteer panellist to assess the results.

The effectiveness of the creams was tested using state-of-the-art micro cameras that took into account over 1,800 photos of 139 different eye areas to assess the effecacy of each product.

Very little visible effect

According to Which? the results it observed were miniscule, having very little visible effect on the wrinkles, even with under the observation of the micro camera, which is able to detect effects that cannot be seen with the naked eye.

"Best performing creams made only slightly more improvement than the poorest ones. We suggest consumers avoid wasting money," the​ Which? report stated.

Last year Which? published a report highlighting inaccuracies over manufacturers’ claims on SPF ratings for sunscreens.

The report was criticised by UK trade body the CTPA, which stated that the claims made by Which? could turn consumers away from using sunscreens, in turn jeopardising the hard work put in to educate sunbathers about potential risk of skin cancer.

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