Anti-aging creams are moisturisers markete with the promise of making the consumer look younger and reducing visible wrinkles on the skin. Despite great demand, many such products and treatments have not been proven to give lasting or major positive effects. A decrease in wrinkle depth of 10% is typical. However, recent studies show that some ingredients have an effect. There are a range of cosmetic treatments for the appearance of wrinkles on the skin such as plastic surgery and botox injections. Advertising sometimes presents anti-aging creams as an alternative to these more costly and invasive cosmetic treatments.