Boots selling £10 'holy grail' anti

The day cream is said to rival high end brands that cost 27x the price

It's not often you can come across a moisturiser that ticks all of the boxes for under £30. The Elizabeth Arden Lift and Firm range - while it is one of the best I've used - is around £70 a jar, while my current favourite Laneige Water Bank Blue Hyaluronic cream is £30 a pop.

These would typically be considered mid-high range, while there are some, such as La Mer, which retail at £275 for a jar - a luxury few are able to afford.

So what if I told you that Boots shoppers reckon they’ve found an affordable alternative for a fraction of the cost, with some saying it's ‘even better’ than La Mer, Chronicle Live reports.

READ MORE: Boots shoppers saving over £80 on 'fab' luxury skincare box worth over £120 ahead of Father's Day

Customers have been hailing the Olay Total Effects Anti-Ageing 7in1 Day Moisturiser as their ‘holy grail product’ after snapping it up in a flash sale on the health and beauty retailer's website.

Usually £16.50, the day cream has been reduced to £10 for just 24 hours, claiming to ‘fight the seven signs of ageing, ‘reduce wrinkles’ and knocks years off skin.

Boots shoppers say they've ditched their foundation after using the popular anti-ageing cream, while others say that the moisturiser made their friends think they'd had 'botox'.

The product even includes SPF15 to protect skin from sun damage, which is one of the leading causes of ageing skin, and has racked up a whopping 1,732 five star reviews, compared to only 39 one star ratings.

One mum said her friends thought she'd gone under the needle, but decided to share her skincare secret with them. She wrote: "I raise teenagers while working a 50hr week in shifts and run a house so any creams that I use need to be easily absorbed so I can put my make up on immediately, as time is something I don't have a lot of I have been using the moisturiser for a few weeks now and my skin tone is more even, looks a lot fresher and the cream is very easily absorbed - so I can put my make up on straight after.

"I have had a few comments on my skin from friends - I think they thought I might have had Botox but when I told them what I had used they were all very shocked. I then went on to give them a sample and asked them to let me know what they thought of it. Excellent product at an affordable price as a little goes a long way. As someone who has tried some higher end products this is definitely up there with the be of them."

Another shopper added: "Holy grail product for everyone aged 40 and above. My mum, my aunts, they all loved it."

"Great for sensitive skin," wrote a third. "My mum used Oil of Ulay and Olay, and my daughter "borrows" it when she visits too. Three generations of skin care is the best endorsement."

Some have said it's even better than a cream from luxury skincare brand La Mer, whose moisturiser costs £150 for 30ml, or £275 for 60ml. By comparison, the Olay bottle is currently £10 for 50ml, so it's a huge saving for those wanting to get better skin on a budget.

Others have even ditched their foundation in favour of the moisturiser, adding: "I love this product, I have been using it for almost a month now and it really has made my skin look radiant and revitalised. So much so that I’ve been happy to leave the house without my foundation on which has been a no no for me for as long as I can remember. I can highly recommend this product."

Some customers have said that the ‘only negative’ is that it can leave the skin feeling greasy, particularly if you have oily skin. But one added: "Because of the visible improvement in my complexion I'm willing to go with it!"

The Olay day cream is said to reduce the appearance of wrinkles while evening skin tone, refining pores, smoothing skin texture and brightening the complexion while restoring the skin's firmness and moisturising - not to mention the SPF protection.

It contains niacinamide and antioxidants, so it gently exfoliates to enhance skin's natural self-renewal process for healthier looking skin.

The price is exclusively available online, saving shoppers £6.50 compared to buying in store. The only downside is that you will have to pay either £1.50 for click and collect, unless you spend more than £15 where it becomes free - or have it delivered for £3.75 (free when you spend more than £25). This works out well if you were planning on shopping other deals at Boots to make up to the threshold, but not if you're only planning to buy just one item.

However, the cream is also available on Amazon, with the online retailer selling the cream for £12.39 This way, shoppers who own a Prime account can benefit from the reduced price, and free next day delivery. You can shop the Olay Total Effects Anti-Ageing 7in1 Day Moisturiser at Boots or Amazon here.

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