Northern Ireland shoppers up bright and early to beat 'miracle lotion' rush at Lush
It was only supposed to be a seasonal offering.
But a new 'miracle' cream has taken the high street by storm - and left retailers struggling to keep shelves stocked.
Priced at just under £8 a pot for 95g, or £13.95 for 215g, 'Sleepy' is so popular that people started queuing outside Lush in Belfast city centre yesterday morning ahead of a new delivery.
Fiona McDonnell, supervisor at the Castle Lane store, told the Belfast Telegraph how all 160 pots had been snapped up within two hours of the shop opening.
"We were completely sold out by 11am," she said.
"We noticed a queue starting to form about half an hour before we were due to open up.
"We weren't surprised because there has been a lot of interest in the product and we've had so many calls from people asking when we're getting it in."
The Sleepy body lotion was first introduced to consumers last Christmas as a limited edition holiday exclusive, but it has since been made permanent.
And demand is so high that stores across the UK are having difficulty meeting it, particularly as many insomniacs are swearing that it beats sleeping tablets hands down.
"We ran out two days ago and we've had to wait until now to replenish our stock," Fiona said.
"A lot of other UK shops have been having the same problem."
She added that she's already placed another order for Sleepy, which is made in a factory in Poole, in Dorset, England, but must now play the waiting game when it comes to delivery.
On its website, Lush advises would-be buyers that: "You'll sleep well after dipping into this dreamy lotion, made with a gentle oatmeal infusion, calming lavender flower and comfortingly sweet tonka absolute".
It adds: "A rich, malty and floral perfume conjures up visions of sugar plums and hot drinks topped with whipped cream while the heavenly ministrations of creamy Fair Trade organic cocoa butter and delicate lavender water cool and enrich the skin.
"Blanket your body in this lovely lotion before stepping into soft pyjamas for snugly nights beside the fire".