Anti-wrinkle creams ARE moisturizers. These products intend to increase the water content of the skin, temporarily improving the appearance of very fine lines and wrinkles. The consumer imagines water being pumped into a raisin, becoming a firmer grape. This theory may apply to very fine lines, especially those found around the eyes where the skin is the thinnest, but in actuality, facial lines and wrinkles are due to a loss of connective tissue in the deeper layers of skin. In addition, dehydrated skin may exacerbate the appearance of these lines and folds.
"Firming creams" are nothing more than facial moisturizers. Manufacturers use the word "firming" to imply that a skincare product makes the skin look tauter. Unfortunately, there is no objective way to measure firmness of the skin.
Claims of increased firmness are commonly based on a handful of user's subjective perception. An increase in hydration of the skin may yield the same result.
Moisturizers specifically designed to address the signs of aging are marketed as "anti-aging" products. Simply stated, anti-aging products ARE moisturizers that CLAIM to improve skin tone, texture, and radiance, while reducing the appearance of fine lines and wrinkles. Unfortunately, science has yet to discover a single ingredient or product that reverses or slows the aging process.
Other than sun avoidance, sunscreen application is the single most effective anti-aging preventative.