It had been much-hyped in the weeks leading up to its launch, and the first day of sales did not disappoint: Boots stores sold one tube of No7's latest anti-ageing serum every two seconds.

The Lift and Luminate Triple Action Serum, which launched yesterday, had a waiting list of 12,000 people - dwarfing even that of 2007's Protect and Perfect Serum, which was but a mere 4,500.

No7 claims the serum, which costs £27, to be its most effective yet. Consumer trials on 1,500 women worldwide had promising results, though we are yet to try the serum ourselves: after two weeks, 87 per cent said their skin looked younger, and after eight weeks, 80 per cent said their skin had not looked or felt so good in a long time.

The serum works by targeting the three first signs of ageing skin: lines and wrinkles, a loss of firmness and elasticity, and a gradually less even skintone.

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The serum is powered by matrixyl 3000, which sounds like it might be a forthcoming film starring Keanu Reeves but is actually an ingredient already used in multiple skincare products, including No7's own Protect and Perfect Advanced Serum. Formed of two peptides, it apparently causes the skin to produce more collagen (you want this, as the body produces less collagen as it ages, and collagen makes the world of good skin go round).

In 2013, scientists at the University of Reading found that matrixyl, the older sister of matrixyl 3000, did indeed promote the production of collagen.

The launch coincides with a new direction for No7. As it aims to take the brand from British favourite to global bestseller, it has partnered with ballet dancer Alessandra Ferri, who is still performing at 52 years of age.

Kristof Neirynck, Walgreens Boots Alliance vice president said: “Every day, all over the world, women use No7 products to get ready. Ready to take centre stage and make a positive impact in their world and that is now front and centre in our communications. Alessandra Ferri is the personification of ready. Her incredible talent, hard work and immense determination have made her one of ballet’s most important artists, defying the limitation of age."

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