When the UK and Irish waiting list closed for today's launch of two No7 Laboratories skincare serums, there were 36,000 names on it.
That's partly a testament to the Boots brand's marketeers, who know precisely how to hype new releases. But the appeal of the research-heavy collection, which makes big promises and guarantees visible results, is undeniable: No7 Laboratories' first products, Resurfacing Skin Paste and Cica-Rescue Skin Paste, were very effective despite my initial cynicism.
So although I have not been able to try today's additions to the range for long enough to give a verdict – any serum needs four to six weeks of use to reveal its full potential – they are worth a look.
The first is No7 Laboratories Firming Booster Serum (€49 at Boots), which claims to visibly firm the skin in a week. Containing hyaluronic acid, which helps to hydrate the skin, and Matrixyl 3000 Plus, an antiwrinkle ingredient, it claims to impact skin's elasticity. Regular facial massage improves the tone and contour of the face, so the serum's roller-ball applicator is a nice idea. Hands are good too.
The second new product, No7 Laboratories Dark Spot Correcting Booster Serum (also €49 at Boots), is a little more intriguing, as sun-induced pigmentation spots – most people's skin develops some over time – are hard to get rid of. The efficacy of a topical product that claims to reduce or remove them is also clear: you'll be able to see within a couple of weeks whether a serum is helping.
This one contains gluconolactone, a gentle exfoliant to help improve skin tone, and vitamin C to fade hyperpigmentation, along with some other ingredients, including liquorice, to help prevent further pigmentation. No7 promises visible fading of dark spots within two weeks.
