When you've got $80 to waste, feel free to purchase a $129.99 1oz bottle of anti-aging serum!! Consumers should look for products with ingredients that deliver results, utilize reasonable packaging and offer direct to consumer pricing to bring you a product that works at a fraction of the "Prestige" price!

There are some anti-aging products that are significantly more expensive than lotion to produce, but I've yet to find a non-prescription product line that would warrant a $100+ price tag. I've outlined some things to look for in a more expensive anti-aging/skin care product:

1. Products with Vitamins C & E: The American Academy of Dermatology, published a paper, "Facing the Age Old Question... How to Turn Back the Hands of Time". Dermatologist, Arielle N.B. Kauvar, recommended "over-the-counter topical products with ingredients such as the anti-oxidants vitamins C & E". These are the sort of ingredients that will raise the price of a "good" product, but you shouldn't be paying any more than $40 per 2oz bottle.

2. Products with AHA (alpha hydroxy acid): According to Bratis Peralta, Master Esthetician and co-founder of Active Skin Formulas, "Products with alpha hydroxy acid (AHA) can help remove the dead outer layers of skin, leaving the face with a fresh, younger appearance. AHAs are particularly beneficial for wrinkles around the mouth and eyes."

Helena Pae co-founder and business partner of Bratis points out that the most important way to prevent aging skin, "Is to protect it with sunscreen that blocks both UVA and UVB rays and has an SPF (Sun Protection Factor) of 15 or higher." According to the American Academy of Dermatology, sun exposure is the number 1 cause of aging skin.

3. Avotone and Active Skin Formulas: Various websites that claim to have examined over 17 different wrinkle treatment products ranked the two most effective:

Avotone was ranked #1, and Active Skin Formulas #2. Avotone uses acetyl hexapeptide in their cream and costs about $90 for 1 oz. Actives's ingredients include Hexapeptide-3, Alpha Lipoic Acid, a host of antioxidants, and costs about $60 for the 3 oz. system.

The bottom line is simple:

Anti-wrinkle creams help reduce the appearance of aging. Generally, these creams are not permanent wrinkle removers, but help remove the dead outer layer of skin, hydrate the skin and plump it up... smoothing out the wrinkles.

Results can be seen after about 30 days. But, once you stop using a product, the wrinkles WILL return, so ongoing product use IS essential. That's why consumers should only chose products with the BEST ingredients from an FDA audited lab that won't break the bank. SKIP the fancy packaging and huge mark-ups you'll pay in department stores!!

Bratis Peralta is a Master Esthetician, Co-Founder of Active Skin Formulas and has done literally thousands of facials, peels and chemical treatments. Her Masstige line is available at www.activeskinformulas.com