Anti-aging creams are heavily marketed and advertised on television. They are targeted towards women, with the promise of looking younger and the reduction in visible wrinkles on the skin.

There are a range of cosmetic 'treatments' for the appearance of wrinkles on the skin such as plastic surgery and botox injections. One of the marketed advantages of anti_aging cream is an alternative to these more extreme cosmetic treatments.

"Let surgery wait" say the numerous L'Oreal "Wrinkle De-Crease" television adverts. For example, L'Oreal "Wrinkle De-Crease" contains the ingredient Boswellox. Boswellox is simply an artificial chemical extracted from the Boswellia (frankincense) plant.

Critics take the view that the manufacturers of these products prey on the fears of women, and that the advertisements abuse science by claiming that their products are scientifically proven to work. It is said that the 'scientific data' is based on the perception of women who have tried the product, and are asked whether or not they think they look younger. These are the hallmarks of a placebo.