THE anti-aging skin cream made in Nottingham that caused a sensation with shoppers was re-launched this week – with an improved formula.
More than 100 of top scientists from Boots have spent five years developing the new No7 Protect and Perfect Serum – testing it on 2,600 volunteers and conducting 22 separate studies.
The cream caused a storm after getting a stamp of approval from BBC's Horizon programme in 2007.
The endorsement caused mayhem at the shops – with Boots having to open from 7am to cope with demand.
Boots said it would not be opening stores early this time because it is expecting more people to shop online, but shoppers told the Post they were prepared to queue to get their hands on the product.
Lauren Yates, 23, a marketing and communications executive from Castle Boulevard, said: "I'll definitely try my best to get to the shop early this time to get some.
"The cream is really good and I like to support Boots as it is a local brand."
And Sandra Tunney, 56, a beauty therapist from Hucknall, said: "It was a nightmare last time and all the girls were going mad for it. If you know the product is working for you, then why wouldn't you queue up?"
Dr Mike Bell, skin-care scientific advisor at the Boots headquarters in Beeston, has been working on the new version of Protect and Perfect.
Dr Bell said: "It has always been challenging to cut through this market, but the data and performance of these serums should really speak for itself.
"It is the most rigorous research we have ever done here at Boots in Nottingham and I really believe that the performance is the best we have ever seen."