Miracle Skin Cream or Marketing Genius?

Boots marketing executive Lucy Folkes told ABC News that the waiting list has been as high as 50,000 women. And, more than a year later, sales at the nation's chain store are limited strictly to one bottle per customer.

Newspapers continue to keep this lotion in the headlines, keeping the frenzy at a steady volume.

And as soon as a shipment at a local Boots chemist arrives, it is normally sold out within the hour.

Jojo Tooi, a 34-year-old Londoner, converted to the Boots serum about two months ago after the BBC documentary aired. "Since I've been using this product my dry skin has gotten smoother, softer," she said. "I will not go back to the more expensive product."

Another customer, Phillippe Donatien was found waiting at the Boots moisturizer counter. He had heard more stock was coming into the Boots store.

When asked why he was in the queue, Donatien told ABC News, "Well, I am a dermatologist and I have read so much about this product. I've never used it and I am not vain. But if the Vitamin A in this product helps, then great. We all need a little bit of repair now and again."

Popularity Leads to Purchase Limits

Boots' marketing department said that only one bottle per person is allowed so that Boots "can meet the high level of demand. What one does with it after purchase is not for us to comment."

But this high demand means that not everyone in line to buy it has smooth skin on their minds. There have been reports of "flipping" -- buying the Boots serum to sell on Amazon and eBay.

Dr. Nick Lowe, of London's Cranley Clinic, one of the top dermatologists in the United States and the U.K., told ABC News that he is not surprised by the product's popularity considering the sensible ingredients in the Boots serum. He admits he is impressed with the increase of fibrillin in the product.

However, he added: "This won't decrease worry lines caused by too much facial activity. No cream is going to help those. For deep lines you need Botox or laser rejuvenation. And sun cream must also be used."

Barton isn't given anything away about the secret formula, but he told ABC News that his team at the Nottingham lab began testing this formula three years ago.

The Boots marketing team say that the serum actually produces measurable improvements in wrinkle depth, and the volunteers noticed positive changes as well.

Still, dermatologist Rigel said the excitement over the cream may be shortlived.

"This is hype," he said. "If somebody really had a magic cream that reversed aging, it would probably be more lucrative than a cure for cancer. You're really selling hope in those bottles."

So, what's the damage? About $34 (£16.75) a bottle at Boots or $19.99 at Target. When compared to La Prairie Skin Caviar, which costs over $520, it's not bad.

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