So is Boots No 7 Protect and Perfect the only product that works - clearly that's bollocks. It was featured in a BBC Horizon programme and has good evidence it helps wrinkles but that programme was in 2007 and beauty manufacturers aren't idiots so they can all make similar products by now.
The ingredients in Boots No 7 are retinol and peptides, so any other product with these in probably works as well.
CH has a great cheat sheet about what does and doesn't work:
www.carolinehirons.com/2010/08/beauty-mouth-dissects-anti-ageing.html
Note it's all based around ingredients not 'serum' or 'oil' or 'moisturiser'. Obvs some ingredients lend themselves to particular product types but a serum isn't any good just because it's a serum, you need to be an ingredient obsessive.
In CH's list there is SPF (preventer, won't repair damage already done), retinol and acids (only things proven to actually change things under the skin surface), Vitamin C and E (again preventers) and niacinamide. And that's it.
There may be evidence for other anti-oxidants, peptides and ceramides. But oils, moisturisers, hyaluronic are just doing daily fluffing up, they aren't changing or improving anything in the longer term.
Being a bit obsessed I then built my routine around these ingredients:
Cleanser - no fancy ingredients as they are washed straight off, balnd and non-foaming. So far liked Cetaphil and LRP Physiological Cleansing Gel.
Toner - acids. Paula's Choice 2% BHA or Clinique Mild Exfoliating Lotion. Paula's Choice had extra anti-oxidants + Vit E
Serum - not cracked this yet. Hydraluron I've moaned about enough. Didn't like the SR SKincare Vit C serum. Intend to try Hylamide both the peptide one and the Vit C one, plus a Paula's Choice
Retinol - went for Retin-A
Moisturiser - Cerave - ceramides + niacinamide + hyaluronic
SPF - Sunsense - had niacinamide, prob liked Heliocare better which has other anti-oxidants. About to try Avon Anew e-defence which is more anti-oxidants again.
As you can see, I've spent way too long thinking about this 