Every year the advertisements promise miracles: wrinkles erased, skin plumped and contours firmed in record time. But how much truth is there in all this? The new 2025 test by Altroconsumo tested ten of the most famous anti-wrinkle creams in Italy. The verdict is clear: brand promises often don’t match real results.
Test on ten market creams
Altroconsumo has selected ten products of different prices and origins, purchased in pharmacies, perfumeries and supermarkets. Thirty volunteers applied each cream twice a day for twenty-eight days on only half their faces, while a standard moisturizer was used on the other half for comparison.
To evaluate the effectiveness, the area around the eyes, that of the so-called “crow’s feet”, was analyzed. Before and after the test period, the skin was examined with the three-dimensional Primo 3D lite system, which precisely measures the depth of wrinkles.
How the test was conducted
The tests were carried out between February and June 2025. The final judgment for each cream was established by combining laboratory tests and evaluations of the volunteers.
Five factors were taken into consideration: anti-wrinkle effectiveness (measured with 3D technology), hydrating capacity (analysed with specific tools), experience of use, correctness of the labels and environmental impact of the packaging. The greatest weight, equal to 65 percent, was attributed to laboratory results.
The two winners: one from a pharmacy and one from a supermarket
Among the ten products analyzed, Altroconsumo identified two creams that stand out from the others: one for the overall quality and one for the quality-price ratio. Filorga Time-Filler 5XP was the Best in the Test, thanks to superior performance in laboratory tests and in the use test. It is an expensive cream, sold for 78.33 euros, mainly available in pharmacies and perfumeries, and is clearly positioned at the top of the ranking.
The real surprise, however, comes from the supermarket. The Nivea Q10 Anti-Wrinkle Power Day SPF15 wins the title of Best Buy, offering good overall quality at a decidedly low price: 12.12 euros. This result shows that you don’t need to spend a lot of money to get a cream that is effective in hydrating and preventing the signs of aging.
The distance between these two products highlights a key point of the test: price is not a reliable indicator of effectiveness. Inexpensive creams can compete with, and in some cases surpass, high-end ones.
The complete ranking of anti-wrinkle creams 2025
| Position | Product | Quality | Price |
|---|---|---|---|
| 1 | Filorga Time-Filler 5XP Creme Correction All Types of Rides | Excellent | €78.33 – Better than Test |
| 2 | Vichy Liftactiv HA Anti-Wrinkle Firming Cream | Good | €43.95 |
| 3 | L’Oréal Paris Revitalift Filler + Hyaluronic Acid Day | Good | €16.79 |
| 4 | Nivea Q10 Anti-Wrinkle Power Day SPF15 | Good | €12.12 – Best Buy |
| 5 | Bottega Verde Retinol BV Plus | Average | €31.98 |
| 6 | La Roche Posay Hyalu B5 | Average | €40.38 |
| 7 | Yves Rocher Crème Anti-Rides Repulpante Jour | Low | €36.95 |
| 8 | Collistar Regenerates Smoothing Anti-Wrinkle Cream | Low | €63.81 |
| 9 | Caudalie Resveratrol-Lift Cream Cashmere | Low | €38.75 |
| 10 | Eucerin Hyaluron-Filler + Elasticity Day SPF30 | Low | €39.12 |
No cream really eliminates wrinkles
The data collected speaks clearly. None of the creams tested visibly reduced wrinkles. The average reduction recorded varies between 15 and 20 percent, with a maximum of 20.5 percent. These percentages have no clinical relevance and do not translate into differences perceivable in the mirror.
Creams only act on the superficial layers of the skin and cannot plump or erase the marks already present. Labels that promise “reduced wrinkles in 7 days” or “immediate firming effect” are, in fact, exaggerated.
The only concrete effect is hydration
While these creams do not erase wrinkles, they do keep the skin well hydrated. Many products tested have demonstrated good ability to maintain elasticity and softness, two important elements for preventing the formation of new marks.
In other words, anti-wrinkle creams work better as prevention tools than as corrective solutions. Furthermore, Altroconsumo specifies that there are no real differences between products for men and women: only the packaging and perfume change, but the formula is substantially the same.
No miracles, just prevention
The Altroconsumo test confirms what many dermatologists have been saying for years: anti-wrinkle creams are unable to eliminate the signs of aging. They can temporarily improve the appearance of the skin through hydration and can help prevent new wrinkles, but they are not a substitute for professional treatments.
Those looking for visible results must rely on constant sun protection, good daily habits and, if necessary, targeted dermatological interventions. Anti-wrinkle creams alone do not work miracles.
