Anti-aging

Other than sun avoidance, sunscreen application is the single most effective anti-aging preventative. Ultraviolet rays from the sun cause discoloration and wrinkling of the skin. Compare the skin on the face or chest with skin on unexposed areas of the body, like the breast or buttocks. Unexposed and exposed skin are the same age but unexposed skin always appears less wrinkled and more evenly pigmented, it has better tone and texture. Sunscreen prevents the skin discoloration and wrinkling and, as recent studies suggest, may even improve skin tone and texture. 

"Firming creams" ARE facial moisturizers. Manufacturers use the marketing term "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.