This isn't breaking news (as the original article appeared on 6 Jan in The Telegraph) but it goes to show that cosmetics companies really do need to start doing medical-grade clinical testing for claims they make on beauty products. Point in case? Estee Lauder Tri-Aktiline Instant Deep Wrinkle Filler (which, if read literally (which is what we should probably start doing as consumers) reads like an advert for spackle) was told by the Advertising Standards Authority that its ads claiming "83 per cent reported improvement in the appearance of lines" and you could "start to see your wrinkles disappear instantly" were misleading.
The clinic test carried out by the brand was an open, non-randomised trial on 25 women, was not blind, and did not include a control group, according to the ASA in Telegraph article Estee Lauder wrinkle treatment advert banned over misleading claims.
Two things could stand to happen here: first, women (and increasingly men), NOTHING WILL STOP AGEING... at least not yet, unless you want to be cryogenically frozen. So stop looking for a magic bullet. Almost all creams and plumpers and fillers and serums will do exactly what they say on the tin immediately after they're applied. Most attract water to the skin and plump out the appearance, etc... but do so temporarily. This product is no different as it is essentially a spackle to fill the cracks on the face.
However, that said, beauty companies need to stop making claims that play to female insecurities about perpetual youth (or lack thereof), ideals of beauty and what, exactly, a cream can achieve. Probably not going to happen but at least an ad that says 'We did a test on 25 women and most of them said they liked their skin better after using Tri-Aktiline' would be a touch more honest than saying 'after a month 83 per cent of users reported improvement in the appearance of lines'.
All in all, an interesting read and it raises perennial issues about advertising, truthfulness and the suspension of disbelief in the name of beauty products and their promises... almost.