manufacturers exploit many tactics to persuade the sceptical consumer that their latest is the cream that will, with regular use, wipe away the yeareven as it is applied.
One of the most common tactics is the use of ingredients linked with youthful looks in the popular imagination.
Vitamin E,collagen,elastin,retinol ... all are suggestively used. Even the most enlightened consumers may well confuse retinol, a form of vitamin A,
with retinoic acid. But while the latter - a powerful prescription drug - does eliminate wrinkles, retinol will do no such thing.
Similarly, although collagen injections can plump out crease and young skin is rich in elastin,
collagen and elastin in cream simply cannot be absorbed into the dermiss. ditto vitamin E - an additive with a sting in its tail,
as it can also cause cantact dermatitis.