Beauty-conscious shoppers could be wasting their money on expensive anti-wrinkle eye creams, a leading consumer organisation said yesterday.

Consumer champion Which? has recommended people do not take anti-wrinkle eye creams at face value and forget many of the claims by expensive beauty products that they banish lines.

Using volunteers aged between 35 and 65, Which? tested 12 anti-wrinkle eye products, including one which says it makes the face “look visibly younger” and found none of them came close to eliminating or reducing the appearance of lines.

As a result of the findings, Which? said many expensive brands probably will not make much difference and a £3 moisturiser could do a better job. In fact, Simple Kind to Skin Replenishing Rich Moisturiser, which was used as a control product, outperformed a £47 eye cream (StriVectin-SD).