This Morning fans were left shocked by the price of a common beauty product, featured on today's show.
Beauty expert Sarah Jossel showed off a variety of products to cleanse your skin, with hosts Holly Willoughby and Phillip Schofield trying them out.
Sarah started with a cold cream - which she described as "the OG" of cleansers that had been around for a long time, and was popular with grandmas around the world.
Sarah started to extol the virtues of the product, saying it settled into your skin and helped to remove impurities.
The exact product featured was the The Seated Queen Cold Cream.
But when the price of the product flashed up as "£39" some viewers at home couldn't believe it and rushed to social media to have their say.
Victoria said: "£39 for that, Oh hell no."
Hythekent said: "39 quid? Sod off."
@chealsejeancox said: "£39 for cold cream? No. Ponds Cold Cream, £3. Smells lovely and does a great job."
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It's not the first time This Morning has featured a product some have said is expensive, with a silk face mask causing an outcry recently.
Skincare expert Caroline Hirons hosted the segment on how to avoid spots after wearing a face covering.
Caroline outlined a series of products people could use, with a variety of lotions and potions featured.
Caroline also showed off a silk face mask, which she said would be more breathable and kinder to your skin.
The "slip" face mask comes in a variety of colours, with Holly wearing a pink one and Phil wearing a black one.
But when the price of the product was advertised as £39, viewers at home were stunned and took to social media to slam the price.
Stephanie D said: "Mask £39, Night serum £39, calming gel £30. Who do they think they're aiming these products at?!"
