Listen up, ladies (and gents) of a certain age – there is finally a cream on the market that really does banish eye wrinkles.
And this miracle cream – reportedly loved by Sarah Jessica Parket, Brad Pitt and Juliet Binoche – is only £45 a pop, rather, pot.
Sounds too good to be true? Agreed, BUT the product – My Perfect Eyes – really does live up to its claims that it banishes wrinkles in seconds.
The elixir has been approved by the Advertising Standards Authority, after an investigation was launched into those very claims being made in the product’s TV ad.
The film features UK dermatherapist, Dr Hugo Kitchen, praising the performance of the cream based on detailed before and after scans of testers. A voiceover adds that the cream ‘appears to temporarily reverse time’.
The manufacturer, The Perfect Cosmetics Company, presented evidence from a trial of their product – with 24 people, where one eye was treated with the cream, the other was not – to verify the effects. Additionally, a skin consultant agreed that it did exactly what it said on the tin.
An ASA spokesperson said: “The consultant confirmed that the product contained ingredients which dried out when applied to the skin and formed a film. That process tightened the skin which made wrinkles appear to reduce dramatically. The consultant confirmed that those ingredients had an immediate effect, which was temporary, but its effect could last for several hours.”
Discussing the company’s trial, the ASA continued: “The study reported an improvement in a significant majority of subjects with fine lines and wrinkles as well as swelling.
“In addition, the study showed that in 50% of the subjects, the treated eye was assessed to be ‘markedly better’ than the control eye, at all three time points.
“We consider the effects seen were down to the use of this product.”
In its ruling the ASA stated: “We concluded the claim made by Dr Kitchen, which was accompanied by the ‘before and after’ photos, did not misleadingly exaggerate the effects of the cream.”
So, there you have it – proof that sometimes you can trust TV ad claims.
And, while the effects of this cream only last hours rather than a lifetime, that’s plenty good enough to see you through a first date, special occasion or photo shoot!