UK women clear Aldi supermarket of new wrinkle cream


London: A UK supermarket has had it shelves cleared of a new anti-wrinkle cream costing less than £2 ($1).

Aldi supermarket’s own label Siana Moisturising Anti-Wrinkle Day Cream at £1.89. Aldi’s own label anti-wrinkle cream is flying off the cut-price supermarket’s shelves after winning a host of awards.

The cream contains cell renewal vitamin Co Enzyme Q10 and beat the far more pricey products from top names such as Helena Rubenstein, Olay and Elemis, to be named one of the best anti-ageing products on the market.

UK magazine, Woman’s Own, which said it was ‘as good as the pricier products from well-known names’ and added: ‘Beauty industry tongues are wagging because it is so cheap and really works’.

Two thousand volunteers blind-tested the day cream for another magazine and voted it one of the most effective complexion smoothers. ‘I was asked if I’d had a facial,’ one enthused. ‘I think it must be expensive.’

At the beginning of the year, 890 jars a week were being sold nationwide at Aldi. Now more than 20,000 a week are being packed into trolleys, with dozens of branches selling out.

Manufacturers say the cream includes all the same ingredients as more expensive potions, including the enzyme Q10, which mimics the body’s ability to protect against premature aging.

Aldi’s cream follows the success of the £17 Boots No 7 Protect and Perfect Beauty Serum which was a sell-out last year.