L'Oreal has given its 'line minimizing' foundation, Visible Lift, a makeover. The new Visible Lift now has 'Serum Inside'. The key ingredients, according to the ads in glossy magazines (adorned by supermodel, Linda Evangelista), are: pro-retinol A, hyaluronic and 'our own serum complex'. There's nothing like a vague and proprietary concoction to get me poking around. So I set off to see if there is any substance to Serum Inside.

The pro-retinol A turns out to be retinyl palmitate, the weakest of the retinols and poorly absorbed by the skin. Hyaluronic, which has the job of retaining moisture, is the very last ingredient on the list, suggesting a puny concentration. But what of L'Oreal's very own 'serum complex'?

I am struggling, frankly, to work out what this is. The ingredients contain pea extract. But so did the serumless formula (pictured above). Along with tocopherol (vitamin E) and panthenol (B), pea is about the only thing that could remotely be called antioxidant. Most of the ingredients are emollients such as isododecane, silicones in various guises, and stuff that improves the appearance of the product (eg: methylmethacrylate crosspolymer).

L'Oreal claims Visible Lift is clinically proven to reduce lines by 33% in just two weeks. It's hard to believe that. Unless they are giving out complimentary airbrushes with every purchase.

Ingredients in L'Oreal Visible Lift Serum Inside.

Titanium Dixodide (1.7%)

Water, isododecane, cyclopentasiloxane, glycerin, cyclohexasiloxane, PEG-10 dimethicone, methylmethacrylate crosspolymer, butylene glycol, dimethicone, isoeicosane, disteardimonium hectorite, cetyl PEG/PPG 10/1 dimethicone, phenoxyethanol, sodium chloride, C9-15 fluroalcohol phosphate, polygyceryl 4 isostearate, hexyl laurate, caprylyl glycol, isostearyl neopentantonate, methylparaben, tocopherol, acetyl trifluromethylphenyl valyglycine, panthenol, hydroxypropyl tetrahydropyrantriol, pisum satvium (pea) extract, retinyl palmitate, silica dimethyl silylate, polycapronelactone, sodium hyaluronate.