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Anti-aging & wrinkle creams are heavily marketed and advertised on television, with the promise of looking younger and the reduction in visible wrinkles on the skin. Traditionally, they have been targeted towards women, but products specifically targeting men are now common, often sold as part of collections of men's grooming and skin-care products by major brands like Zirh, Biotherm and many others. This change may be due to the fact that many societies in recent years has seen an increased focused on young looks, including in men, and some men report that they feel it is easier for younger-looking men to get attractive job than it is for older-looking. Additionally, it has become more socially acceptable for men to be conscious about their looks.

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.

However, it is plausible that some of the products could have a rejuvenating effect, as promised. For instance, many anti-wrinkle creams contain some form of retinol (for instance, in the form of retinyl palmitate) which in various formulations have been shown to rejuvenate the skin. This is also the case for alpha hydroxid acids. However, the effects of these compounds likely depends on their concentration and mode of application, making the effects of the commercial products less certain.