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No7's £38 Anti-Ageing Serum Already Has A Waiting List Of 16,500

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A new launch from No7 never fails to make us sit up and take notice. The brand’s Protect & Perfect serum has earned a cult following since it arrived on shelves over a decade ago, and subsequent product drops have only served to strengthen the brand’s reputation as one of the high street’s foremost purveyors of results-driven, affordable skincare. Now, with the arrival of the new Laboratories spin-off line, No7 is bringing us yet more targeted, highly effective formulas boasting impressive ingredients - and it’s far from surprising to learn that the first launch has already clocked up a waiting list of 16,500 women in the UK.

The product in question is No7 Laboratories’ Line Correcting Booster Serum. Priced at £38, it is the brand’s most concentrated anti-ageing solution to date, specifically formulated to apply directly to fine lines and wrinkles. According to the brand, the new serum contains a concentration of Matrixyl 3000 Plus peptide that’s seven times higher than that found in past launches, helping skin recover the elastic fibrillin we lose in the first stages of the ageing process.

Consumer trials found the serum to be remarkably fast-acting, with one week of use resulting in a visible reduction in the appearance of lines and wrinkles on the forehead and around the eyes. A further week saw improvements around the lips, between the brows, under the eyes and on the nasolabial folds, too.

Prior to launch, the brand conducted a survey on 81 women, all of whom were considering botulinium toxin. After spending two months trialling the serum, 77 percent said that the results were better than they’d previously thought could be achieved through skincare, with 73 percent adding that they’d be less likely to consider botulinium toxin in the future. In a further study of 30 women who’d already used the treatment, 80 percent reported that the serum gave better results than they’d thought possible. 73 percent said they’d delay their next treatment and opt for this super-product instead.

Intrigued? Us too. The serum is set to arrive in stores and online from tomorrow (11th April)...