According to this article, a new Consumer Reports study has found that cheap wrinkle creams outperform the pricey ones. Despite making claims such as “scientifically proven” and “breakthrough treatment,” the benefits of most anti-aging creams are barely visible to the naked eye, a study by the publishers of Consumer Reports magazine has concluded.

The luxury brands, some priced over $300, don’t perform any better than more moderately priced drug store versions, which sell for less than $20, the non-profit consumer research group also said in its first-ever study of anti-aging products.

Olay Regenerist, priced at $19, was the top performer, while RoC Retinol Correxion Deep Wrinkle Night Cream scored the lowest.

After 12 weeks the top-rated products did smooth out some fine lines and wrinkles. But even the best performers reduced the average depth of wrinkles by less than 10 per cent, a magnitude of change that was barely visible to the naked eye.

The differences between the top and bottom scoring creams were “marginal,” the authors noted. However, consumers can improve their chances of getting better results by trying various brands as the same product performed differently on different women, the study showed.

The makers of top performing Olay Regenerist gave the report high marks. The most expensive product tested, La Prairie Cellular, which sells for $335 an ounce in the U.S., ranked second least effective. The Toronto Star was unable to reach the Swiss company for comment last night.

The consumer group also tested a brand that is currently the subject of a class action lawsuit in the U.S. and a Health Canada review over some of its health claims. StriVectin-SD Intensive Concentrate for Existing Stretch Marks, which sells for $135 in the U.S., scored seventh out of nine products listed.

The best prevention for wrinkles is the old standbys: Stay out of the sun, wear sunscreen, avoid tanning salons and don’t smoke, the report concluded.