Queue no-one wants to be seen in ... for Boots wrinkle cream

Hiding under their coats and shielding their faces with newspapers, hundreds of people queued outside Boots today to buy the latest must-have beauty product.

The No 7 Protect & Perfect Serum sold out nationwide last month after an independent scientific study revealed it dramatically reduced wrinkles.

A new batch was released today and shoppers as young as 20 queued alongside pensioners and men claiming they were buying it for their wives.

First in the queue was 26-year-old Olivia who arrived at the Oxford Street store just after 5am for the special 7am opening. She said: "I've never used it before but what really appeals is that it's not just the brand saying that it works, it's an independent study. I try and look after myself, drinking lots of water, eating healthy food and not smoking, but everybody-needs a bit of help."

Next was Robert who said he was queuing for his wife who was unaware that he was there. He said: "She's seen it in the national media and she thinks it's something that would really work, not just another fad."

Watching the queue was Stewart Long, a scientific skincare adviser for Boots. He said: "This is just crazy. We first launched the product in 2004 and while we knew and our customers knew it worked, it wasn't until four weeks ago when it was featured on the Horizon programme that this frenzy began.

"It sold out on our website in an hour and within 24 hours every shop in the country had sold out. We've had our production team working really hard for the past three weeks producing 1,000 bottles-an-hour so that we can make sure that everyone who wants to use the product can do so."

Boots chief executive Richard Baker said: "Like most products it takes four weeks to have an effect. It really is the most effective anti-ageing product on the market."

The cream costs £16.75 when other anti-ageing skin products can cost as much as £200.

Another shopper, 50-year-old Margaret Wale, said: "I've seen it on telly and read about it in the newspapers and just thought to myself 'here's one that really works'. It seems like everybody wants to get their hands on some. Maybe in a couple of of months we'll have a much younger looking population."

Shoppers in Oxford Street, who received a goody bag containing make-up and anti-cellulite balm, were limited to one item per person. Online customers can only purchase one bottle a week.