Top 5 Most Popular Products based on # of clicks - (click count) / % share of 119,706 clicks

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1. Prototype #37-C (29806 clicks)

24.9%

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2. Dermavexin (18195 clicks)

15.2%

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3.Prevera (12449 clicks)

10.4%

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4.Revitol (11132 clicks)

9.3%

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5. Strivectin SD (6344 clicks)

5.3%

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4VOO

4VOO is one of the few wrinkle care product lines designed specifically with men in mind. The website claims that “the most beneficial and effective active ingredients available have been combined with pure botanical extracts, essential oils, and vitamins to work in synergy with a man’s skin to provide optimum visible results.” One of the products in this line specifically designed to provide anti-aging benefits is the Rejuvenating Eye Gel. This product claim to reduce fine lines and wrinkles, reduce puffiness, improve elasticity and firmness, prevent dark circles, and renew the skin.

Price: $69/0.5 oz bottle

The Rejuvenating Eye Gel uses several proven ingredients common in higher end products such as palmitoyl pentapeptide-3. This ingredient is commonly called matrixyl and can be used to stimulate the synthesis of collagen, elastin, and glucoasmnoglycans as well as to repair sun damage as well as retinol, but without some of the side effects and skin irritation commonly associated with retinol. By using this ingredient, fine lines and wrinkles are likely to reduce in appearance and give the skin a more radiant appearance. The main ingredient in the 4VOO Rejuvenating Eye Gel, palmitoyl pentapeptide-3 is a promising ingredient, but like many of the revolutionary ingredients recently hitting the market, the studies are early and generally conducted by the companies using them as main ingredients. Therefore, the studies have the potential side effect of being extremely biased. Some of the ingredients, such as aloe vera and green tea, have few studies if any that back up their claims, and they actually have studies that contradict any claims some may make about their effectiveness. Aloe vera in particular also has been known to cause diarrhea, hepatitis, kidney dysfunction, electrolyte imbalance, and reduced central nervous activity when used in excessive amounts. Another of 4VOO’s ingredients, Echinacea extract, claims effects contingent on the use of hydroxy acids, which 4VOO does not actually use. 4VOO’s return policy is limited at best. They accept returns, but only for credit towards the purchase of other products they sell. They do not offer any refunds on cosmetic or make up products.

While marketing products toward a certain gender has been shown to be particularly effective in the past, 4VOO does not contain any ingredients detrimental or otherwise useless for women. It uses palmitoyl pentapeptide-3, which has shown promising results in early trials. However, the trials have been conducted by potentially biased labs, and the ingredients in general would be more effective with specific ingredients which are not included in the 4VOO formulation. Given the price as compared to competitors, 4VOO may be a fair product to try.