Belfast Telegraph

Launch of 'miracle' wrinkle cream goes, er, smoothly...

By Claire Williamson

Ladies, it has arrived. Whether you want to turn the clock back a few years – or to prevent those unwanted lines – No 7's new anti-ageing, wrinkle-banishing serum promises to help.

The last time Boots launched a special cream under the No 7 brand there were scenes of chaos in Belfast as women descended on the chemist, queuing in their scores to get their hands on the coveted Protect & Perfect serum.

Yesterday a new version said to be even stronger was launched, called the No 7 Protect & Perfect Advanced Serum. For the eager early customers at Boots on Donegall Place in the city centre, getting it this time was a much more civilised affair. And while there was no mass hysteria, there was still plenty of interest, and by shortly after 9am more than 20 had already been sold.

General manager for Boots in Donegall Place, Anne Higgins, said the product had been "flying off the shelves".

"The team are so excited about this fantastic new serum and how they can really make a difference for customers," she added.

From seasoned users to first timers, women of all ages flocked to pick up the new serum, which Boots promises is "clinically proven to be even more effective at reducing the appearance of lines and wrinkles".

One version is "for improving the first signs of ageing that usually starts to appear between 25 and 35 years old" and the second is an "intense" version for the 35 plus market. The 30ml offering of the Protect & Perfect Advanced Serum costs £24, while the Intense Advanced Serum is a pound dearer.

Yesterday shop assistants were armed and ready to go with their products as customers passed through the store.

Among the youngest to purchase the cream was 22-year-old Tanya Surgeon from Lisburn.

She said: "I think it's more about being preventative rather than curing.

"So, it's one of those things if it works, then why not, it's not going to do any harm."

Boots claims that in clinical trials the new serum was put to the ultimate test – not against a placebo, but against the original and that as a result the new version is proven to be even more effective at reducing the appearance of lines and wrinkles.

Dr Mike Bell, skincare scientific adviser at Boots UK, said: "This has been the most rigorous and complex product development phase that we have ever undertaken. The identification of effective anti-ageing solutions has to come from an in-depth understanding of the biology of the ageing process."

Six women on why they have been persuaded to splash out

Tanya Surgeon (22), Lisburn

I always go to Boots when I'm shopping. I saw the advert and my mum works for Boots so she was able to tell me it was coming out. The advert is the best piece of marketing. It is very real and done with normal people. The advert sold it well and it is very well presented. I think it's more about being preventative rather than curing. So it's one of those things, if it works, then why not? It's not going to do any harm. I'm doing exams at the minute so I'm at home, so I can put it on and see and I've a couple of weeks to see how it goes. I'm going on holiday then, so it will be good.

Paula Kerr (40s) , Belfast

I came to get the new product because I used the previous one. They had advertised it as even more powerful – and it works. The last one did. They are so popular because everyone wants to look younger and the No 7 brand is affordable.

Andrea Cox (33), Ballynahinch

I saw the TV advert, it's fantastic and made me want to get it. I think it's a little bit like a placebo effect but it can work. My friends all use No 7 and their skin glows. It will be interesting to see the results. No 7 is a brand that can be trusted.

Jasmine Lynn (25), Newtownabbey

I was coming to do some shopping so I was at the No 7 counter and the assistant told me about the new product. I would use the No 7 make-up, but I think now I'm approaching my late 20s I need to start thinking about using these products.

Carol Donnelly (56), Belfast

I saw it in a magazine but I already use No 7 products and its eyeshadows. It said it was 30% more effective than the original Protect & Perfect and it was brilliant. I think it does work, and at my age it's a product I can trust. I would recommend it.

Sandra McCrubb (58), Carrickfergus

I have used the other Protect & Perfect serum and they do work – I love it. It's a trust brand. No 7 has been around since the 1930s and this serum is five years in the making. I can't wait to get my sample of it and try it out for myself.

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