There are a number of answers to that question, of course. It all depends on which one, being the most obvious.

This website doesn’t test beauty or rejuvenating products, so we can’t give a definite reply. Here’s one such product, newly on the market, though.

Col-Pure’s Rejuvenating Face Mask is described as “incredibly refreshing” and said to visibly reduces fine lines and wrinkles, while plumping and nourishing the skin.

“Its formula of bio-active ingredients quickly absorb into skin’s underlying tissue, immediately plumping the skin to reduce the look of wrinkles, while improving the tone and texture of your skin for an overall radiant complexion and also boosts collagen production and improves circulation.”

The press release says :

Here’s the quick and easy secret: The face mask contains Decorinyl, a tetrapeptide shown to help control collagen fibril growth, improving firmness and elasticity of the skin. A recent study showed an increase in skin’s elasticity after just 28 days of use. Green Tea is a soothing anti-oxidant that helps skin fight off damaging free-radical cells and is one of the main ingredients. Finally, Tripeptide-3, an advanced anti-aging ingredient, mimics the body’s own mechanism to help produce collagen giving skin a more youthful appearance.

As always, you must make up your own mind.

A new survey by the College of Optometrists in Britain reveals the 92 percent of women are putting their health and looks at risk by using old makeup.

Most women probably pay no attention to the sell-by date on the products they buy, but they are there. For example :

* Mascara has an expiry date of 3–6 months.
* Liquid and cream foundations, concealer, cleanser, moisturiser, 6–8 months.
* Pressed, loose and compressed powders, eye shadow, blusher, lip gloss, lipstick, toner, 1 year.
* Eye and lip liner, 18 months.

The problem is that these products can be a “hot house” for bacteria which can cause infections when the makeup is applied. The bacteria builds up over time until it becomes dangerous to use. Mascara is a particular problem because the stick used to apply it can scratch the soft tissue surrounding the eye.

The worst offenders, says the study, are middle-aged women who are likely to hang on to their favorite products much longer than younger women.

Dr Susan Blakeney, optometric adviser to the college, said, “Mascara can be a breeding ground for bacteria, so it’s not surprising we’ve found nearly half of women suffer from itchy, watery and red eyes when they are holding onto their eye makeup for so long and sharing it among their friends.”

Cosmetic companies are revving up their marketing of makeup to women in their 40s and 50s in a very unique way - they are using spokeswomen and models who are in their 40s and 50s.

In 2004, 66% of all cosmetics were purchased by women over 50. The figures were convincing. The cosmetics companies have realized they must now compete for the over-50 demographic instead of ignoring it while catering only to women in their twenties. Cover Girl has re-hired Christie Brinkley, 52. 60-year-old Diane Keaton is the spokeswoman for L’Oreal’s age-perfect skin products and Sharon Stone, 48 is putting her face in Christian Dior’s skin care product ads.

Okay, so we don’t all look like Christie Brinkley or Sharon Stone, but let’s face it, we know we are not ready to be labeled old. At least the cosmetics companies are recognizing that mature women are not to be ignored and that there are beautiful women of all ages.

“It is brilliant. It is high time that cosmetic companies realized that women still have faces after 40,” says Matt Thornhill, president of the Boomer Project, a consulting and research firm in Richmond, Va.