Thousands of women are waiting to get hold of an anti-wrinkle cream described as containing the “Holy Grail” of skin care.
Boots’ own label No 7 Advanced Retinol 1.5% Complex Night Concentrate claims to hit the “sweet spot” to reduce lines and give older skin “bounce”.
Now more than 100,000 online orders have been received in the stampede for the cream, reports MirrorOnline.
The lotion contains retinol, which is known to boost cell renewal encouraging new skin to form.
However, skin experts say while renowned for skin-boosting properties, it can cause irritation.
Jemma McBride of leading brand Kiehl’s said: “Retinol - or Vitamin A - is a potent ingredient that must be used with caution as it [can] aggravate the skin.”
Website skinregimen.com added: “Because retinol is such a powerful ingredient, it’s best to start out by using it twice a week, before building up to everyday use and stronger formulations.”
But Boots claims the latest formula has overcome potential problems and “delivers maximum results with minimal irritation” claiming users will notice “results after one night”.
The chemist chain’s head of science research Dr Mike Bell worked with a team from Manchester University to perfect the formula that
has seen unprecedented demand before hitting shelves.
Dr Bell insisted: “This is set to be a game-changer for millions of women who want to transform the appearance of their skin.”
The same team was also behind the development of Boots’ No 7 Protect & Perfect Serum which sold out within minutes in 2007 after being featured on the BBC’s Horizon programme.
Research found that half of women use anti-ageing treatments to reduce crow’s feet and lines on their faces.
On average British women spend 80 hours and 12 minutes a year on skincare routines.
