This is The New 'miracle' serum

THOUSANDS OF SHOPPERS rushed to Boots the Chemist hoping to get their hands on a bottle of youth. Queues of up to two hundred people had already formed when the chain's four main flagship stores opened their doors at 7am, as shoppers rushed to get their hands on a bottle of No7 Protect and Perfect anti-ageing serum.

Just two hours after the London Oxford Street store opened, 750 bottles – at £16.95 each - had been swiped off the shelves and across the country a bottle was sold every eight seconds. By lunchtime the London and Manchester branches had sold out, with Nottingham and Edinburgh out of stock by early afternoon.

Shoppers were limited to one bottle each to guard against eBay trading, but by mid-morning hundreds appeared on the site, selling for up to double the retail cost at £31.50 including postage. It can only be presumed that these eager shoppers are unaware that stocks will be replenished in the four main stores the morning after and nationwide the following week.