Wrinkles be (temporarily gone) with Olay's 30 Second Wrinkle Filler

Ah Olay, you give with one hand and take with the other. Taking with your recent Max Factor collab, Touch of Foundation, but giving with the new 30 Second Wrinkle Filler, €32.99.

It's not a new idea - we saw a slew of these silicone-packed wonders saturating the market last year, from brands like Prescriptives, Tri Aktiline and Revlon. What this product aims to do is temporarily and cosmetically reduce the appearance of fine lines by covering them over with a soft, mattifying, flexible filler.

A good way to check if something like this performs is to use it on the palm of your hand, where everyone has deeper lines. Bingo - you should see an immediate blurring and smoothing effect that Olay say will last all day thanks to a two-step process of fill (er, literally putting it on) and seal (it sets in 30 seconds and stays in position).

So who is this for? It's aimed at a person who's concerned about deep pores as well as fine lines and wrinkles round the eyes and lips and on the forehead. Like anything, if you've a face Craggy Island would be proud of, this isn't going to have much impact, but for nights out it'll help provide a slightly soft-focus effect on areas you're less than happy with.

The other bonus here is unlike other brands, Olay have given this a slight nude tint so it blends well, and of course, anything silicone-based will provide a lovely smooth base for makeup and help to inhibit shine.