IDAHO FALLS - Despite this slumping economy, the beauty business is not sagging very much. It's still over a 42 billion dollar a year business. It seems women will still shell out the money to look good. So Channel 3 Eyewitness News looked into E-M-K Placental Live anti-aging Facial Mask to see if it delivers what it claims before you go spend your hard earned money on it.

Most women have the same morning routine. We get up, wash our face and perhaps put on a mask that claims to keep us beautiful. And now, there's another product that claims to do just that and more. Apparently all of Hollywood is using EMK Placental Live Anti-Aging Facial Mask.

"Our line uses placenta protein which is the key ingredient." says EMK Placental President, Emilia Karsh in an interview with EXTRA.

So before we spend our hard earned money on it, I went to the experts. I talked to Dr. Catherine Durboraw with The Center for Aesthetics and business owner, Marcella Medor.

I let both of them try the product.

"It reduces the signs of aging while energizing and re hydrating the skin as it tones, tightens and lifts. all in one step." Marcella Medor reads from the tube.

And I had Dr. Durboraw look into the ingredients and the claims the product makes.

I had Marcella try the product for two weeks.

" Oh it smells like peaches." It glides on. Its not pasty or sticky. Okay, I'll let it go for 10 to 15 minutes and see if it tightens or sinks into my skin." says Marcella Medor the first time she uses the face mask.

Meanwhile Dr. Durboraw is skeptical. "My thought is this is a highly pertinacious material. A lot of protein is found in it and you know protein has a characteristic of temporarily tightening the skin when you apply it. It's sort of like a coating on the surface hydrating and sort of pulling the skin taught."

"I am experiencing a little bit of tightening but not like back in the day when we used to have those big oatmeal masks and stuff. Just very thin, not uncomfortable at all." describes Marcella.

"Usually they can be quite impressive initially, you see this dramatic reduction in lines and wrinkles, as soon as this material dries on your skin. But basically its just a placebo. It's working to just like a make-up would fill in the lines temporarily, its working to change the appearance of the skin on a temporary basis." says Dr. Durboraw.

"Feels pretty good." says Marcella

"Actually the FDA has investigated these placental based products and basically found no merit to them and actually have been a lot stricter on the way that they can market their items." says Dr. Durboraw.

And after two weeks it's back to Marcella's house for a final check of the product.

"I think the best thing about this is the smell. It claims to be hydrating, which it definitely was. I am not prone to breakouts and I had about 3 breakouts which I'm not sure if this product caused or not. It also claims to be nourishing. 14 days, I didn't really get that. And uplifting, I really didn't get that, but like I said, it smells really good."

"So it costs $82, is it worth $82 to you?" I ask Marcella.

"No, I wouldn't pay $82 for this." replies Marcella.

"From my perspective, it just sounds fairly icky. So, I'm not really sure its something I would want to be slathering all over my skin especially when they don't have documentation that it works. You know, unfortunately in the cosmeseutical market there's not a lot of stringency in the advertising so not the truth in advertising that should be required unfortunately." says Dr. Durboraw.

To check out the product and other products in the EMK Placental line go to their website at http://www. emkplacental.com