No7's new anti-ageing serum claims to have better results than botox

Women say it has reduced some of their deepest, most stubborn wrinkles

High street beauty brand No7’s latest product has caused a sales frenzy since hitting the shelves this week thanks to its wrinkle-busting properties.

After a trial showed it could reduce wrinkles by up to five years, No7’s Laboratories Line Correcting Booster Serum, dubbed the Avenger, quickly accrued a waiting list of 17,200 with one product being sold every two seconds since its launch yesterday.

The first product to launch from Boots’ new No7 Laboratories range – a more powerful line of fast acting, non-invasive tools formulated to help tackle the signs of ageing – the 15ml tube costs £38 and is designed to be applied directly to wrinkles instead of the whole face.

But, is it really worth the hype?

Boots say the serum has the power to turn the clock back five years and reports that, after using the serum for two weeks, women saw a reduction in the appearance of lines in areas such as the forehead, lips and around the eyes.

They also reported reduced appearance in some of their deepest, most stubborn wrinkles including crow’s feet, between brows and the nasolabial folds (around the corners of the mouth).

In fact, the results are so good that some women have even said it gave them better results than Botox.

Consumer trials showed that among women who were considering Botox, 77 per cent of them said the serum “gave them better results than they thought possible from skincare” and 73 per cent said “they were less likely to consider Botox in the future.”

Similarly, of those who had already had Botox, an impressive 80 per cent said the serum “gave them better results than they thought possible from skincare” and 73 per cent said they would “delay their next treatment.”

So, what’s the secret? Well, according to No7 the key to its impressive formula is a powerful anti-wrinkle peptide technology called Matrixyl 3000 PlusTM4 which helps skin recover some of its key properties which are lost during the ageing process.

But, it doesn’t stop there because this new product doesn’t just contain some of this anti-ageing wonder ingredient. According to No7 it contains much higher concentrations of Matrixyl 3000 PlusTM4, seven times in fact, to really maximise its fibrillin repair capabilities.

However, despite impressive consumer trials it remains to be seen whether the general public's results will be just as promising.

No7 Laboratories Line Correcting Booster Serum costs £38 is available exclusively in Boots stores nationwide and boots.com now.