Boulder Skin Care

North Texas women like Gina Wilson of Colleyville are lining up to fight the lines at cosmetic stores.

Botox injections are proven ways to smooth out wrinkles for months by relaxing facial muscles, but the procedure can be expensive and somewhat painful. So the cosmetics industry is offering more over-the-counter creams that claim to reduce wrinkles, and do so instantly.

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“The consumer demand is there, so they're wanting those products and they're seeing results, and so they're wanting to see more of those type products out there,” said Beck Peacock of Saks Fifth Avenue.

Make-up makers are spreading products across what's become a multi-million dollar market. There's Prevage Anti-aging Treatment, Estee Lauder's Future Perfect and Oil of Olay's Regenerist line.boulder skin care

At Saks at Galleria Dallas, Wilson tried another one of the creams, Freeze 24/7.

Company rep Alex Meraz said the cream contains natural ingredients that go beneath the surface to relax muscles and lead to wrinkle reduction within moments.

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Wilson was pleasantly surprised.

“It feels a little tighter, and like its maybe been plumped up and stretched out just as they say, the lines are definitely softer,” Wilson said.boulder skin care

“Like I said, this is somewhere between a 20 and a 50 percent reduction,” said Meraz.