BOOTS stores in the county has been hit by a rush of women snapping up an anti-wrinkle cream.

The Boots No7 Protect and Perfect Serum was endorsed last Tuesday night in the BBC Horizon programme - and since then the cream has been flying off the shelves.

Worcester's High Street store sold out for the first time the following day. More stock was sent to the store for the Friday - but this sold out almost immediately.

The Malvern Store sold out the day after the Horizon programme aired. They too are expecting delivery of a new batch in a few weeks time.

A further delivery of the serum happened on Saturday, but this was also all sold by 11am.

No7 Account Manager at the Worcester Store, Denise Bishop said: "We've seen an amazing response to the product, this is the fastest I can ever remember a product selling out. We have a waiting list of 150 women who have come in looking for the serum after it featured on the TV. Our No7 counter has been inundated with requests and we hope to get Protect and Perfect back in store by Monday, April 23."

Boots stores across the country have had similar stories to tell, with high demand for the £17 serum. On the internet bidding site Ebay bottles of the 30ml cream are selling for over double that price.

The managing director of a Pershore company which arranges trips to europe for cosmetic treatment has said she wants to get her hands on the cream.

Ann Smith, of Flight2Beauty heard about the cream before her recent trip to Bratislava, and thought it sounded a good idea.

"The cream isn't very expensive and it seems to be the ideal cream for people who can't afford to have cosmetic surgery. If it helps, then buy it," said Mrs Smith.

The Horizon programme highlighted a study comparing the effect of No7 Protect & Perfect on collagen production with the performance of retinoic-acid - a prescription drug used to treat severe photo ageing of the skin.

"In the Dermatology Department of The University of Manchester they've been researching Tretinoin for years. They were convinced that no over the counter anti-ageing creams could match the effectiveness of Tretinoin until they were asked to investigate an off the shelf product from Boots," said Horizon.