Anti-wrinkles creams usage is heavily marketed and advertised on television, with the promise of looking younger and the reduction in visible wrinkles on the skin. Traditionally, anti-wrinkles creams application has been targeted towards women, but products specifically targeting men are now common, often sold as part of collections of men's grooming and skin-care products by major brands. This change is the anti-wrinkles creams effect consequence and may be due to the fact that many societies in recent years have seen an increased focused on young looks, including in men, and some men report that they feel it is easier for younger-looking men to get attractive job than it is for older-looking. Additionally, it has become more socially acceptable for men to be conscious about their looks.

There are a range of cosmetic 'treatments' for the appearance of wrinkles on the skin such as plastic surgery and botox injections. Anti-wrinkles creams usage is an alternative to these more extreme cosmetic treatments.
Some of the products have a rejuvenating anti-wrinkles creams effect, as promised. For instance, many anti-wrinkle creams contain some form of retinol (for instance, in the form of retinyl palmitate) which in various formulations have been shown to rejuvenate the skin. This is also the case for alpha hydroxid acids, when anti-wrinkles creams application
is involved. However, the effects of these compounds likely depend on their concentration and mode of application, making the effects of the commercial products less certain.