Boots shoppers floored by £10 serum that 'tightens' sagging jawlines and usually costs £35

Mature shoppers have been heaping praise on an affordable serum at Boots that ‘tightens sagging jawlines’, with skin looking ‘lifted, toned and tighter’ in as little as a week. Usually £34.95, the No7 Laboratories Firming Booster Serum has been reduced to a tenner for one day only as part of the health and beauty retailer’s £10 Tuesday sale.

Typically sold for more than three times the price, the serum has been praised by skincare enthusiasts aged between 50 and 75, who were left ‘amazed’ by the results of the skincare hero. The brand says it’s 'clinically proven for firmer looking and feeling skin', and is one of No7's 'most concentrated' firming serums yet.

The standout anti-ageing ingredient is Matrixyl 3000+, which is No7's potent anti-ageing peptide technology, designed to restore a more youthful look to your skin. It’s also powered by four times more firming complex than the brand’s serums, specifically designed to target areas prone to sagging.

READ MORE: LEGO's back to school range includes £15 desk drawer and brick lunch bags

READ MORE: New Balance slashes price of 'most comfortable shoes ever' by 50% in huge sale

Other products on the beauty market offering similar results include the Prai Ageless Jawline Serum, which is £22 at M&S. Powered by a cocktail of hyaluronic acid, vitamins C&E, and peptide, Uplevity, the ‘game-changing formula’ helps skin defy gravity for a more sculpted and lifted appearance.

For those who prefer a cream to a serum, Trinny London’s The Elevator is a popular choice. As well as working to smooth, firm and restructure for a visibly lifted, defined neck and décolleté, the £69 formula also contains encapsulated alpha arbutin to help prevent and visibly fade dark spots.

The No7 serum, which also contains collagen-boosting hibiscus and hyaluronic acid to plump the skin, is made to be applied directly to areas that are most prone to loss of firmness including the neck and jawline. Boots claim that women who tested this product said it delivered the 'best results they had seen from a skincare product'.

One 57-year-old customer was 'amazed' by the results, commenting: "I can actually feel this working and it makes my cheekbones look amazing. I'm 57 years old. I stopped using it for a couple of weeks due to illness. I couldn't believe how my skin deteriorated. I started using this serum again and in no time my skin was really lifted. I'm amazed."

Meanwhile another shopper added: "This serum is awesome. I'm 52 and started seeing loose skin on my neck and tried this, after just a couple of weeks I started seeing some definite tightening. I'm in love with this product, it is a great price. I can only say great things about it. I feel this product will help me hide my age a little better. I have told my sisters about this and my best friends. The other women will have to find out on their own, I can't give all my secrets away."

“I am 70 years old and people honestly don’t believe it, I absolutely love No7 products,” said a third.

Whilst some praised the applicator, others weren't impressed, with one shopper noting: "Of the 'extra' serums by no 7 I don't fully rate this product - the little roller balls are good but squeezing the serum from tube onto the applicator can be hit and miss as sometimes too much and if not enough squeezing again definitely results in too much. Not sure what can be done to improve the applicator though."

Another five star review read: “I have been using this serum for a few months now and I can definitely see a difference in the firmness of my jawline which is showing some minor signs of sagging. This makes my skin feel so soft and absorbs beautifully. I also use other peptide serum and a moisturiser. It doesn't sit heavy on my skin and layers well. Happy with my purchase. I have combination sensitive perimenopause skin.”

Shoppers can purchase the No7 Laboratories Firming Booster Serum on offer at Boots.