When bucks can’t buy you beauty: cheap anti-ager comes out tops

We’d all like to believe that you don’t need to spend a fortune to look good and, according to the September issue of consumer magazine Which?, there is certainly one area where you don’t get more bang for your bucks.

The independent experts at Which? tested anti-wrinkle eye creams and found a £3 moisturiser could do a better job than costly brands.

Using volunteers aged from 35–65, Which? tested 12 anti-wrinkle eye products, including one which says it makes the face ‘look visibly younger’, and found that none of them came close to eliminating or significantly reducing the appearance of wrinkles.

In fact, Simple Kind To Skin Replenishing Rich Moisturiser, which was used as a control product, outperformed StriVectin-SD Eye Cream, which costs £47. The Simple cream costs just £3.21.

Nivea Visage Anti-Wrinkle Q10 Plus Eye Cream, £9.99, was the testers’ favourite and Which? found that it was one of the better performers - although even the best products made only slightly more improvements than the poorer ones.

Tests were carried out on between nine and eleven people over six weeks, with results judged upon any improvements in wrinkle depth and length using high-definition photos of testers’ eye taken before using a product, an hour afterwards and six weeks later.

Other top performers included Dr Brandt Lineless Eye Cream, £48.93, L’Oreal Revitalift Double Lifting Eye Cream, £15.99 and Olay Total Effects Eye Transforming Cream, £16.63.

Treatments containing retinoids - vitamin A derivatives - show the best lab evidence of wrinkle repair. However, these are only available at prescription strength from a doctor.

As Jess Ross, editor of which.co.uk says: “It’s unlikely that spending a fortune on the latest miracle product will get rid of wrinkles. Our tests show that anti-wrinkle eye creams have limited success, whatever they cost. To get the best results, pop down to your local pharmacy and pick up a good sunscreen.”

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