One of the biggest problems most of us face when trying to research face cream products is being able to sift through the hype and get honest information about the product, how it works, etc. Sometimes it seems as if companies are given free license to make just about any claims they want in regard to their product. However, across the pond in the UK, it seems that they are being less lenient with these types of practices.

In a recent UK ad for a new face cream by Estee Lauder, the company made claims about one of their new products, Tri-Aktiline Instant Deep Wrinkle Filler, that apparently skewed the facts. According to Estee Lauder’s claims, seven out of ten users of the new product reported that facial lines were immediately filled, and by the end of the month 83% of those surveyed had the same positive results. However, the Advertising Standards Authority (ASA) discovered that the clinical test in question was conducted on only 25 women, and judged based on before and after photographs.

“We found the study was not sufficient to substantiate the claim”, said an official from the ASA.

This is the first time we’ve heard of such advertising practices being conducted by Estee Lauder. They’re usually known for producing relatively quality products for very reasonable prices. The product in question, Tri-Aktiline Instant Deep Wrinkle Filler, sells for around £25 on average (about $32) for a 30ml tube.

The problem here isn’t necessarily that the product doesn’t work, but more so the careless way in which it was researched/advertised. Of course, it’s only natural that consumers be skeptical of the effectiveness of a face cream after this type of controversy.

As with any skin care product, be sure to conduct your own research before committing to a purchase. Thankfully, the internet gives you access to plenty of helpful, honest reviews of just about every product you can buy. Do your homework!