Serums contain the most potent dose of anti-aging ingredients - antioxidants, peptides and skin brighteners that you can find in the products without a prescription. Regular use of serum can give your skin a firmer, smoother texture, reduce pores and increase the humidity level. They are often water-based.
On the other hand, ordinary cream or lotion contain airtight, moisturizing ingredients such as petrolatum or mineral oil that prevent evaporation of water. They also contain more lubricating and thickening substances, such as walnut or vegetable oil. Any decent moisturizer should moisturize the skin - but the best of them are also soothing, to fight free radicals, protect skin from future damage and heal your natural barrier.