Shoppers looking for a miracle cure for wrinkles packed a Boots store in London’s Oxford Street as new stocks of a wildly popular anti-ageing cream went on sale.
Four of the High Street chemist’s flagship stores opened at 7am to cater for the demand for its No. 7 Protect & Perfect Beauty Serum. About 100 people were already waiting outside the Boots shop in Sedley Place when it opened its doors on Friday.
Some of them, like Margaret Wale, 50, from Canons Park, north-west London, had been queuing for nearly 90 minutes.
Ms Wale, who was third in the queue, said she thought it had been worth the effort of getting up at 4am.
‘I haven’t tried it before, but I won’t be selling it on eBay – it’s for my own personal use,’ she said.
Anti ageing cream
The reputation of the cream – priced £17.25 in London and £16.75 outside London – received a boost when it was featured on a BBC2 Horizon programme in March.
Stocks of the product immediately sold out after the broadcast and since then 50,000 British women have signed up to waiting lists for the serum.
Richard Baker, Chief Executive of Alliance Boots, was in the Oxford Street store to witness the rush for the cream – and to pick some up for his wife.
He said: ‘We’re absolutely delighted. It’s taken us about three weeks to get the product back into supply.’
The other Boots‘ stores that opened early were Market Street in Manchester, Lower Parliament Street in Nottingham and Princes Street in Edinburgh.