May we discuss Boots No7 ‘glaciology’ technology – designed to help you age ‘at the speed of a glacier’? How much does the general beauty shopper know about glaciers? I had to google what’s interesting about glacier ageing – other than being slow (but speeding up in recent years), it’s not very exciting. The point the brand is trying to make is that they can, apparently, produce a 70% reduction in visible ageing, meaning that over 20 years your skin would only age 6 years.

There’s even a simulated photo example and sorry but she looks fine in all of those pictures and if you asked me about the middle one, I would not be able to say that she has 70% less ageing signs than the last picture. Ingredients are nothing special – an ‘advanced’ antioxidant blend and rice peptides. No7 claim they are pushing the limits of what is possible – I say they’re pushing the limits of what is credible and what is statistical sleight of hand.