A wrinkle cream can promise a change in how skin looks, but the exact words on the package matter. Making a line look less noticeable through moisturization is different from claiming to remove the line by changing the structure of skin. The FDA uses that distinction when it explains the difference between cosmetic and drug claims in the United States. [1, 2]
Start by deciding which result you are shopping for. A cosmetic for a particular occasion answers a different question from a medical treatment you intend to discuss with a dermatologist. Once you know your goal, it is easier to compare labels without letting a dramatic headline do all the work.
Read the entire claim, including its qualifiers
Words such as appearance, temporarily and with use can change the meaning of a statement. Compare the complete claim rather than the largest phrase on the box. For example, a product that describes a line as looking softer is making an appearance claim; a promise to rebuild skin tissue makes a different kind of claim. [1]
Try putting the sentence into your own words. Does it describe what you might see while using the product, or does it say the product changes how the body works? If you cannot tell, check the full label or ask the manufacturer to explain what the wording means.
Know why intended use matters
FDA explains that intended use helps determine how a product is regulated. Claims to treat or prevent disease or affect body structure or function can make a product a drug, even when it is marketed alongside cosmetics. Some products have both intended uses and are regulated accordingly. [2]
Do not use the word cream as a shortcut for deciding what a product does. Products with similar packaging can have different intended uses. Read warnings and directions on the particular item you are considering, especially if it is being added to a routine with prescribed treatment.
Ask what a supporting claim actually measured
If a brand cites a study, look for the outcome and the timing. An immediate rating of how skin looks is different from an assessment weeks later. A customer questionnaire is different from a measurement by an independent assessor. These are useful distinctions even when the results are described with the same broad word, improvement.
Check whether the evidence concerns the finished formula or merely an ingredient discussed in general. If the details are unavailable, treat that as a limit on what you can conclude. A testimonial or a photograph can describe an experience; it cannot tell you how the product will perform on your skin.
Compare the directions with your real routine
Before choosing between two items, consider where they fit into the day. Check whether the formula is intended for the part of the face you want to use it on, whether it has instructions about other products, and whether the time it takes to apply is practical. Read the directions before an important event rather than trying a new routine in a rush.
For personal comparisons, use similar lighting and distance. Decide what would count as a worthwhile change to you and keep the standard consistent. A photo taken in different light, or with a different facial expression, is an unreliable comparison of a cosmetic effect.
Keep medical questions separate from shopping claims
If you want to address a skin condition or discuss treatment options, bring the label and your questions to a clinician. If you are simply comparing cosmetics, focus on the visible effect described, the directions and the cost of the amount you actually use.
Our guide to retinol and retinoids explains how related names can refer to different products. It can help you ask more specific questions, while the FDA resources below explain the distinction between appearance and treatment claims. [1, 2]
Sources
Explore EuZen
For EuZen product information, read the application guidance and review EuZen on Amazon. EuZen provides a temporary cosmetic effect; individual results vary. Cosmetic smoothing is not a treatment for acne, eye conditions or menopausal symptoms.