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Anti-aging creams are predominantly moisturiser-based cosmeceutical skin care products marketed with the promise of making the consumer look younger by reducing, masking or preventing signs of skin aging. These signs are laxity , rhytids , and photoaging, which includes erythema , dyspigmentation , solar elastosis , keratoses , and poor texture.
Despite great demand, many anti-aging products and treatments have not been proven to give lasting or major positive effects. One study found that the best performing creams reduced wrinkles by less than 10% over 12 weeks, which is not noticeable to the human eye. Another study found that cheap moisturisers were as effective as high-priced anti-wrinkle creams. A 2009 study at Manchester University, funded by the manufacturer of the cream, showed that a proprietary blend of ingredients had a positive effect after six months of daily application when extrapolated to a twelve month basis of comparison. The statistical methods used to show this have been criticized.
Traditionally, anti-aging creams have been marketed towards women, but products specifically targeting men are increasingly common. Marketing of anti-aging products has been criticized as reinforcing ageism, particularly against women. According to Toni Calasanti of Virginia Tech, anti-aging ads specifically reinforce the belief that older people should look like middle-aged people, and that old age comes with a loss of gender identity.