According to the Evening Standard, many Boots stores ran out of the serum following its TV debut on a BBC Horizon programme on Tuesday - with many stores drawing up waiting lists to cater for the growing demand for the product.
The No7 'Protect & Perfect' serum is much cheaper than most anti-wrinkle creams, and at just under £17, researchers from the University of Manchester say it could be just as, if not more, effective than products that are only available from doctors on prescription.
Lesley Regan, a professor of Obsterics and gynaecology at St Mary's hospital in London, studied the difference between many creams that claim to turn back the signs of ageing from sun damage, such as wrinkles.
In order to do this Regan compared the effects of the No7 serum on collagen production against the effects of retinoic-acid or tretinoin, both prescription drugs.
Results showed that the serum was just as effective, despite claims that no over-the-counter formula could match the results of the drugs. Indeed, it was said to be more effective than products such as La Prairie anti-wrinkle products, priced at £229 for a smaller amount than the No7 serum.
Following this news, women have been pouring into Boots stores to try to get hold of the now elusive product, following claims by female volunteers that took part in the study that the serum 'gave measurable improvements in wrinkle depth', thus minimising the appearance of fine lines.
