In the cosmetic industry, the term "clinically proven" is often more marketing hype than science. Typically, the phrase means that at least ONE component of the cosmetic product has been shown, in one study or another, to have had some biological action, such as helping wounds heal faster by stimulating cell division. That the product has been demonstrated by a well-controlled, independent clinical study to have significant effects in skin, however, is not always the case.

As the baby boomer generation's youth fades into the sunset, the revenue generated by anti-aging treatments is skyrocketing. According to the marketing information company NPD Group, sales of prestige skincare products in U.S. department stores alone reached $2.1 billion in 2004, up 17% from 2000.

So what makes these products so expensive? For one thing, many of them are made from expensive ingredients such as grape seed extract, alpha lipoic acid, chamomile oils and green tea-protectants that are said to reduce skin damage from free radicals. Among the most important ingredients are customized cell messenger proteins such as peptides and epidermal growth factor that stimulate cell growth. But alas, what you generally end up paying for with most products is:

1.Packaging

2.Marketing

3.Retail Distribution into "Prestige" stores

4."Prestige" overhead costs (Neiman Marcus, Nordstrom, Salons, etc)

5.Very healthy margins!!!

Serums or moisturizers are typically the most expensive products within a skincare line, given their high concentration of costly ingredients. To maximize the age-defying effect that many of the products on our list are purported to deliver, experts recommend that you use a good facial cleanser, exfoliating scrub and mask prior to applying. "You have to start with a healthy, clean face or you're just wasting your money", says Helena Pae Co-Founder of Active Skin Formulas.

"In the ongoing battle against sagging, wrinkling and aging, the right creams and serums are good but alone they aren't enough. Along with avoiding exposure to the sun (and sun screen), controlling diet and stress are crucial in decelerating the aging process", says Tony Golden, Fitness and Nutrition Consultant. Golden also suggests that you avoid paying for expensive marketing & packaging (Prestige Products) and look for products produced in FDA audited labs, "That way you know the active ingredients claimed are indeed the ingredients in the bottle".

The $25,000 question is "Do these products work?" Many of the products on the market have been shown in clinical studies to do everything from minimizing lines and improving skin tone to increasing skin thickness. "There are some great products out there", says Bratis Peralta, Master Esthetician, "but what you usually end up paying for is EXPENSIVE packaging, marketing and advertising"!! To save money and achieve the same results Peralta suggests buying based on active ingredients, buying from companies that utilize FDA audited labs and buying direct online.

Top 5 "Masstige" Wrinkle Treatments

$89.95Revitol - Idebenone, DMAE, Vitamin E, Vitamin A, Dermox SRC, LipoLight OAP, Skin Tightener ST, Argireline, Matrixyl, Hyaluronic Acid, Hydrolyzed Wheat Gluten and Ceratonia siliqua, Macrocystis pyrifera, Edelweis Extract, Skin Tightener ST, Pentacare NA, Shea Butter, Squalene, Evening Primrose Oil

$79.95Hydroderm - (Active) Marine Collagen, Vyo-Serum, Matrixyl 3000 Peptides

$89.95Avotone - Acetyl Hexapeptide-3 (10%), Avocado Oil, Propylene Glycol, Acrylamide Colopymer, Natural Fragrance, Ethyparaben, Methyparaben, Propylparaben

$114.99OHT Peptide-3 - (Active) Palmitoyl Pentapeptide-3, Palmitoyl Tetrapeptide-3, Acetyl Hexapeptide-3

$59.95Active Skin Formulas - CR: Aloe Gel, Deionized water, Acetyl Hexapeptide-3 (Agirlenine), Glycerin, Rice Peptides, Allantoin, Xanthan Gum, Tocopheryl Acetate (Vitamin E),

SPF: Octinoxate 7% (UVB Absorber) Titanium Dioxide 2% (UVA Block), Green Tea (Camillia Sinensis) Extract, Aloe Barbadensis Extract, Emulsifying Wax NF, Sorbitol, Isocetyl Stearate, Deionized Water, DMDM Hydration, Lecithin, Rice Peptides, SD Alcohol 40, Iodopropynyl Butylcarbamate, Acetyl Hexapeptide-3, Retinyl Palmitate (Vitamin A), Silica, Sodium Laureth Sulfate, Tocopheryl Acetate (Vitamin E), Alpha-Lipoic Acid.