Hundreds of thousands of people clamoured for the new must-have beauty buy on Wednesday as a potion dubbed Botox in a jar went on sale.
While the face-freezing jabs cost upwards of £350, the Boots No7’s Future Renew Damage Reversal skincare range starts at just under £25.
A virtual “In The Know” queue had 95,000 people waiting to nab the product, which claims to reverse skin damage caused by everything from the sun to stress.
The high street pharmacy’s website even crashed, sending customers to the virtual queue.
And in person too the crowds came, lining up outside stores around the country as it went on sale for the first time.
The range includes four new products, a night cream, SPF40 day cream, face serum and eye serum, which cost between £24.95 and £42.95.
The skincare collection has been 15 years in the making and makers claim the “super peptide” blend within them renews your skin cells and can trick your body into thinking it needs to repair itself.
“Skin damage happens throughout our lives and is caused by multiple factors including sun exposure, environmental pollution, stress, sleep, temperature and nutrition,” said Dr Mike Bell, No7’s head of science research.
“The new peptide blend effectively tricks the skin into thinking that it has been damaged which leads to renewal of key proteins such as collagen and fibrillin.
“It therefore supports skin’s natural self-repair mechanisms, targeting signs of cumulative damage both on and under the surface. This is a world-first technology... We believe it is going to be a game changer.”
The products were worked on by a team of more than 50 scientists using advanced robotics, cell biology and cosmetic science.
The super-peptide is said to harness the skin’s natural repair process and the renewal of more than 50 key proteins in skin cells, reversing signs of age-damage including uneven skin tone, fine lines and wrinkles.
It contains two brand-new chemical entities, a patent-pending world-first technology that cannot be found in any other product.
And while the effects will take a little longer to show up, it smells beautiful and is silky smooth on the skin.
Additionally it is not just ageing it can cure, but potentially scar tissue too.
Mark Winter, managing director at No7, said: “We were inundated by dermatologists trying to find out more.
“We’re going to start investigating. We’re not going to create medical products ourselves, but the technology is so unbelievable, you can imagine it would have a whole host of possibilities.”
