Here’s something that bothers the hell out of white-people who love grammar:
When discussing non-specific nouns (“water”, “information”, “love”), the correct term to denote a comparative minor is “less”. When discussing things of a countable nature (“wrinkles”, “cigarettes”, “dancing bears”), one should use “fewer”.
So, let me ask, can wrinkles be counted? Oil of Olay ads lead me to believe yes, ergo the proper use is fewer, not less.