I just saw an advertisement on the telly, and I couldn't believe my ears—so I checked out the official website:
L'Oréal website: Boswelox™ is a breakthrough phyto-complex created by L'Oréal Paris that combines a power dose of boswellia serrata extract and manganese, which help reduce the appearance of lines caused by facial micro-contractions.
No, really, I kid you not: Boswelox! That name gave me more than a few facial micro-contractions, let me tell you. Still, I suppose it beats Swel-bolox™—but only just.