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The criticism follows a survey of experts’ pet hates conducted by the charity Sense About Science.

Top of the niggles were the extravagant claims made by cosmetic companies about collagen creams.

Collagen is a protein that gives skin its strength and elasticity.  With the amount we make falling as we age, the protein has become a key ingredient is a key ingredient of many creams that claim to rejuvenate the skin and smooth away wrinkles.

L’Oreal’s Wrinkle Decrease Collagen range is aimed at women aged 35-plus and claims to ‘reduce the appearance of wrinkles and creases’.

The firm’s Paris Dermot Expertise Collagen Micro-vibration eye cream costs around £11 for a tube containing 15ml, or three teaspoons worth.  It contains collagen ‘biospheres’ said to have the power to combat crows’ feet, dark circles and bags under the eyes.