Boots No7 Protect & Perfect Anti Wrinkle Serum

What could possibly compel a grown woman to wait in line at 5am like a love-struck teenager queuing up for Justin Timberlake concert tickets? Wrinkle cream, of course. But not just any wrinkle cream...

The No 7 Protect & Perfect Serum—a bargain at just £16.75(35 USD)—caused a shopping frenzy when a recent independent study gushed about its ability to reduce wrinkles. The miracle cream, which is sold at British pharmacy chain Boots, soon sold out throughout England, and this week women—and some very devoted husbands—lined up at the crack of dawn to get their hands on the newest supply at Boots.

One excited customer, Margaret Wale, told London’s “The Evening Standard”, “I’ve seen it [the cream] on the telly and read about it in the newspapers and just thought to myself ‘here’s one that really works.’ It seems like everybody wants to get their hands on some. Maybe in a couple of months we’ll have a much younger-looking population.”

While we doubt Mick Jagger and Keith Richards will suddenly start looking like Ryan Gosling and Orlando Bloom, the cream’s reported anti-aging properties do sound enticing. According to Boots.com, the Protect & Perfect Serum—which promises results within four weeks—contains a “unique antioxidant complex” and “concentrated levels of our intense skin-firming pro-retinol complex.”

Stewart Long, a scientific skincare adviser for Boots, is quoted in “The Evening Standard” as saying, “It sold out on our website in an hour and within 24 hours every shop in the country had sold out. We’ve had our production team working really hard for the past three weeks producing 1,000 bottles an hour so that we can make sure that everyone who wants to use the product can do so.”

To get your hands on a bottle, your best bet is to visit Boots.com, where a limited quantity is available each day. To keep the craze at bay, Boots has implemented a one-order-per-customer-per-week limitation, so think again if you’re planning to buy a case and sell the extras on ebay for a fortune.

Or, you could also hoof it to England and wait in line with your fellow wrinkle warriors, many of whom covered their faces in order to remain anonymous. Hey, just because these women are buying wrinkle cream doesn’t mean they want you to see their wrinkles!