High street stores offer £310 anti-ageing secret for £9.99

Last Updated: Aug 08, 2011, 08:55 AM IST

London: High street stores are offering anti-ageing creams shared only by the well-off women at affordable prices.

Three creams containing the key ingredient, as in the high-priced range, went on sale in Superdrug and start from just 9.99 pounds rather than a staggering 310 pounds at Harrods.

The Optimum range – an eye cream, a night cream and a day cream – use an ingredient based on stem cells from the Gamay Teinturier Freaux grape, found in the French region of Burgundy.

The grapes are known for having a high UV resistance and have been shown to protect against sun-induced skin ageing.

The creams’ key ingredient, PhytoCellTec Solar Vitis, is based on the grapes’ stem cells.

In human skin, stem cells are responsible for creating new cells and rejuvenating ones, which are damaged.

As the skin ages, the number of stem cells declines and they become less efficient at repairing the skin.

But scientists have found that plant stem cells work in a similar way to those in humans, and can help the way skin stem cells regenerate.

Developers say effects, such as the reduction of fine lines and wrinkles, can be expected within four weeks.

The creams are cheaper in Superdrug than Harrods as it has chosen lower cost ingredients and cheaper packaging.

“The choice to fight wrinkles should not be the preserve of wealthy women who can make it their full-time job, or women who think nothing of spending 200 pounds on a tiny jar of magic elixir,” the Daily Mail quoted Andrew Groom, the company’s own-brand director, as saying.

ANI