|Duchess of Cambridge, sister Pippa and Emma Watson first to try
The Duchess of Cambridge has long been a fan of Lancôme and ahead of her wedding she was spotted replenish her stocks of the brand's mascara and Hydra Zen moisturiser.
The two sisters have been sent Lancôme's Visionnaire serum, a new product in such high demand that it has generated waiting lists of thousands across the nation.
Along with Harry Potter star Emma Watson, 21, who is an ambassador for the skincare brand, they managed to bypass the months-long lists after being sent bottles of the product, which devotees claim is so effective at correcting skin imperfections that it eradicates the need for Botox.
Discover a much-acclaimed cream by scientists
The product contains the unique multi-tasking beauty molecule LR 2412. It has sparked desire among customers seduced by research claiming that one in two women planning non-surgical procedures postponed them after trying Visionnaire. It is claimed that the cream, which costs £57 for a 30ml bottle, has made an 'incredible breakthrough' in skincare.
The serum's molecule LR2412 was tested by independent dermatology specialists Professor Chris Griffiths and Dr Rachel Watson, who carried out blind tests on Visionnaire at Manchester University. The molecule was deemed to be as effective as retinoic acid, a skin correcting ingredient which is only available on prescription, but said to have none of the side effects - meaning it can safely be sold over the counter. Professor Griffiths called the results 'clinically convincing.' 'We were impressed with what we saw,' he said. 'We can also say that it is absolutely safe.'
Thousands are queuing up to buy to the miracle cream
Lancôme insiders have called the customer reaction to the serum 'staggering.'
'No product has sold this fast before. The response has been astounding,' they said. 'We have never had such an important technological breakthrough, and never had such incredible independent test results.' 'It's smashed all expectations.'
'Selfridges has been selling more than 50 bottles a day since it launched there on a two week trial, and House of Fraser in Glasgow now has hundreds of customers on a waiting list.'
'Customers are signing up and pre-paying in their thousands across the country - it's unheard of.'
As the product goes on wider release across the country today, Lancôme is braced for business. Staff from head office have been drafted into shops up and down the country to deal with customer demand.
'It's like a ghost town in head office - everyone is out on the high street trying to meet customers' needs,' an insider at the brand said. 'It's impossible to predict how many will eventually be sold, but we're talking hundreds of thousands.'
Sales of the cream are likely to be boosted yet further as it goes on sale in the U.S. too.