Cosmetic Products With Claims of Miracles

Feb. 21 -- A gel that makes a woman's breasts firm? A better body by rubbing on some cream?

Claims like these are not uncommon at cosmetic counters, according to Paula Begoun, a former cosmetics clerk and author of Don't Go to the Cosmetics Counter Without Me.

"The crazy things I hear at the cosmetics counter," she said, "it's astounding to me. And women believe it."

Not only do they believe it, but they spend $40 billion a year buying these magical potions that claim to have bottled the fountain of youth.

Primetime Investigates

Just what are clerks saying about the often pricey products they're peddling? To find out, PrimeTime Thursday sent four women ranging in age from their 30s to their 50s to dozens of cosmetic counters at major department stores in the New York area armed with hidden cameras.

A clerk at an Orlane counter claimed she had an $85 product that firms up breasts, calling the gel "the greatest achievement in the world." At a Clarins counter, a clerk actually said that Advanced Cellulite Control Cream won a Nobel Prize, (of course, such awards are given to scientists, peacemakers and economists and not awarded to beauty products).

Another Clarins clerk was selling "a certain oil that we make for pregnant women so you don't get stretch marks." And for $300 at a La Prairie counter, a little container of Luxe cream containing caviar was hyped as a way to actually prevent wrinkles.

Bogus Claims

Dr. Deborah Jaliman, a New York City dermatologist, said there's little science behind claims like these.

Asked about cellulite cream, she said, "You certainly can't lose weight other than cutting your food intake or exercising." Such creams can however "temporarily make your skin look better," she said. "It's going to last you a day or so and then you're going to have to reuse the product."

As for stretch mark miracles, Jaliman said, "There's no over-the-counter products that help stretch marks or prevent them."

Can caviar prevent wrinkles? "It's better on a cracker," said Begoun. "It ain't going to do nothing for your skin."