New No7 serum makes big promises - can it deliver?

When No7 launches a serum, it usually causes something of a riot, with the product selling out quickly and resulting in waiting lists. This is precisely what happened with various iterations of their Protect & Perfect serum, which was one of the first affordable serum products to hit the market.

Their new offering, out on Wednesday, is No7 Line Correcting Booster Serum (€49 at Boots). It already has a 16,000-strong waiting list in the UK. This is for good reason – it makes some rather big promises.

The serum, which is applied directly to whichever lines most irk or sadden you (there is one impertinent one on the left side of my forehead that could do with a talking to), reportedly shows excellent results.

In fact, it promises visible reduction of lines and wrinkles around the eyes in one week, with improving results in the second week and beyond.

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In a test group of 81 women who were considering Botox, 73 per cent said after using this product for two months that they were less likely to consider Botox in future.

It looks promising. I will usually trial a serum for a minimum of two months before giving an opinion on it, and have not had this one long enough to do so. In terms of beauty news, however, this is a big release and the feedback looks good so far.

The serum is designed to be used in conjunction with regular skincare. No7 naturally recommends that you use their own branded skincare with the serum, but you can use what you have at home and get results that are just as good.

If you are considering Botox but would like to delay making the decision, this serum could prove to be exactly what you are looking for. Prevention, however, is always better than cure, and a good, thorough skincare routine incorporating a nightly double cleanse will delay the need for products that tackle the signs of ageing in the first place.

You can find No7 Line Correcting Booster Serum in Boots stores from tomorrow.