We have seen it everywhere and we all get it. Youth and beauty are important characteristics within the American society. Few can argue. However, as "40" becomes the new "30," some people seem to be winning the war against wrinkles. How are they doing this? Afterall, you have purchased a bunch of wrinkle products to-date but they don't seem to work. Well, what has happened is that advertisers are good at selling their product - and you aren't doing your homework.

Do you do your homework when you succumb to the pressures and make the purchase? Many beauty advertisements tout that their product promises fantastic results. However, without some research on your part, you could easily become the victim of false advertising.

There are many web sites and printed publications that will give you accurate reviews of products on the market today. Popular fashion and beauty magazines usually also have websites that contain information similar to that in print, and will give you both lab results and anecdotal evidence about various products.

One type of review you will find is that of the laboratory experiment. Research organizations are often the entity that conducts these tests, these tests of advertisement truth. These tests are conducted using tried-and-true scientific methods, and the conclusions are based on the evidence produced from the performance of these tests.

In addition to lab tests, many products claim to be "clinically tested." These tests may be lab tests and may also be tests done in professional beauty clinics by experienced staff and technicians. Wrinkle cream reviews coming out of these sources may be considered "factual" in that they do have some test experience behind them.

Yet another form of review is commentary from ordinary people who express their experience with a particular product to the public. This type of review is considered to be "anecdotal evidence" because the claims are based on stories or "anecdotes" communicated by common, individual people. These claims are not based on broad testing, and are often unsolicited - both characteristics that should be taken into account when individually judging their credibility.

You should note that anecdotal evidence is based on one user's experience, and that this person is not influenced financially for his/her commentary about a product. Also, when you review a number of anecdotes or consumer reports, you yourself might uniquely discover a trend across a test base comparable to that required for clinical or laboratory trials.

Regardless of the advertisement claims, you should consider fact-checking - reviewing all or some of the product information resources above. In a sense, doing any one of these is better than not reaching out for this information at all. Your discretionary dollars are important to you, and you should want to be certain that a given purchase is not a waste of money. Do not buy magic beans! Make sure you know what you are getting.