The beauty product and cosmetics industry is big and very lucrative. They are not allowed to claim that a product will make you younger. To do so would require that the product be classed as medication. The regulations and requirements to do that are extremely strict.
So beauty brands use language to create illusions.
Your skin will appear smoother and feel softer. The appearance of small lines may be reduced. You skin will look younger and seem more radiant.
Another thing they do is patent ‘miracle’ ingredients, usually very fancifully named. L’Oreal’s Boswelox springs to mind. I know they thought my mind would spring to Botox but my mind actually sprang to Bollocks (meaning rubbish). Boswelox is described as ‘a breakthrough phyto-complex that combines a power dose of boswellia serrata extract and manganese, which help reduce the appearance of lines caused by facial micro-contractions.’
It is not surprising then that most of the complaints lodged at consumer agencies are usually regarding beauty products.
Do I think anti-ageing products work? In a word, no. What does work is keeping out of the sun, using sunscreen, not smoking or drinking heavily and not yo-yo dieting or crash dieting. And of course, genetics play a huge part. Keeping skin clean and moisturized (remember your hands and neck!) will definitely make you feel better and look smoother – but cleansing and moisturising will not make your skin younger.