Boots No 7 - and we're not talking shoe size...

Every now and then a new beauty product hits the market with much hype and fanfare.  Promising the fountain of youth and proclaiming magic new ingredients that most of us can't even pronounce; like moths to the flame there will be a stampede at the local department store to obtain a bottle.

At times I feel cynical as I part with my hard earned cash.  Even more so when the product fails to work as it was promoted.  And the bottle ends up in my beauty cabinet along with all the others who've been rejected. 

I'm not naive to think it will turn the clock back a decade (though I do hope in the future they can do this), but I do want to look my absolute best and although the nay sayers will declare they are not into fancy products; we all want to look as youthful as we can.  Even if it is just to avoid people asking "Are you ok?  You look tired today". 

Therefore when I read more and more articles about the new wonder cream - "Boots No 7 - Protect & Perfect Intense Beauty Serum", I researched it to find out what everyone is raving about worldwide.   It appears that pharmacists and dermatologists in the UK have actually conceded that No. 7 does indeed work.  And I can't find one bad story about it.  Neither can many women in Britain who have practically bought every available bottle off the shelves. 

At the Boots store in London's Liverpool Street on the day of release, queues formed from 6.30am and more than 400 bottles were sold in the first hour of trading.

Women in the US are now waiting for their release of the product (Target U.S), so they can join in.  Unfortunately there has been no word of an Australian release so I bought some bottles from the UK.

The best part of all?  You can pick up a bottle for only 19 pounds at a Boots Pharmacy.  Hooray to skincare that doesn't take a third of your salary!  And it seems most women in the UK agree. 

The University of Manchester conducted independent research on No7 Protect & Perfect Intense Beauty Serum over a 12 month period, the most rigorous clinical trial carried out on a cosmetic anti-aging product. The research findings were recently published in the British Journal of Dermatology, stating that after using the No7 Protect & Perfect Intense Beauty Serum for a year, 70 per cent of women and men had "significant" improvements to their wrinkles with faces ending up with fewer lines and shallower wrinkles. In fact, the longer No7 Protect & Perfect Intense Beauty Serum is used, the more effective it is. 

Boots states that "the product has been independently proven to restore the skin’s structure, visibly improving deep lines and wrinkles by up to 50% with regular use. The first product proven to restore the skin's structure with prolonged use. So effective that other people can see a significant visible improvement in your deep lines and wrinkles......After 4 weeks, the appearance of lines and wrinkles is reduced by up to 50%.......After 6 months of use, the skin is shown to rebuild and over time elasticity is improved and deep wrinkles are visibly reduced."

Only time will tell whether it does work and whether it lives up to the hype. 
I will post again about No 7 in a couple of months.  It will either be the best find for years or another dud to be added to the reject pile.  I'll keep you posted!