By Angela McManus

THE latest skincare launches from beauty companies reflect a growing trend away from products that promise the earth – and sometimes disappointingly fail to deliver – to formulations aimed at helping us make the most of ourselves.

Forget about big claims to make wrinkles disappear, and think of it more as hope in a jar offered by serums and masks to sculpt, life and tone.

Interestingly, the usual consumer testing ahead of the launch of the new Estee Lauder New Dimension Transformative collection went one step further than the usual questions about direct results – it measured physiological and emotional responses to the way we see ourselves.

The range has been designed to help women transform their appearance in a new way.

Estee Lauder Dimension Shape + Fill Expert Serum, £62, lifts the look of the cheeks and jawline, while Estee Lauder Dimension Expert Liquid Tape, £46, helps firm, tone and give a more sculpted look around the eyes.

There is also a make-up element to the collection, to contour and sculpt the face and eyes.

Preserve facial contours with a few drops of Clarins Super Restorative Remodelling Serum, £80, in the morning and evening before moisturiser.

The new launch is aimed at lifting features and redefining contours, areas that show the most visible signs of ageing.

Ingredients boost the production of collagen, gradually strengthening the skin’s structure, while at the same time reducing the appearance of pigmentation.

On sale at John Lewis now, and on beauty counters nationwide from Friday, September 4, are two brand new products from Clinique: Sculptwear Lift and Contour Serum for Face and Neck, £46, and Sculptwear Contouring Massage Cream Mask, £36.

The rich, quickly absorbing serum acts to firm cheeks and define the appearance by tightening and toning the jawline.

The luxurious mask is designed to be massaged into skin using Clinique’s Sonic System Massage Treatment Applicator.

If you don’t have the nifty electronic gadget that launched last year, use the mask on its own. Just leave on for 10 minutes and tissue off, massaging leftover cream into the skin.

After this twice-a-week treatment, skin should feel lifted and firmer, while fine lines and wrinkles should be smoothed.