Cult 51 Anti Ageing Skin Care Cream.

New skincare product Cult 51 has managed to succeed in completely untrue marketing straight off the bat, as it has advertised itself as the most expensive anti-ageing skin cream, and at £125 for a 50ml and with product on the market like Creme De La Mer's Concentrate retailing for £1000 for a 100ml, it is obviously not the most expensive anti-ageing cream on the market.

It does however make a claim which is a little more interesting, that of reducing fine lines by up to 52 percent in just 28 days, based on the active ingredient ATP, which stimulates the skin to produce its own collagen, while increasing cell production and oxygen flow in the skin, a process which diminishes with age.

Cult 51 which was developed by chemist Richard Mears, states it helps to increase the skins natural ATP level by up to 65%, which further strengthens the skins capillary walls, and boosts blood circulation, it therefore is the first cream to provide a total skincare regime using natural raw materials, and placed in a jar for consumers.

And it has managed to create a following which justifies it namesake "cult", with both Kelly Brook and Myleene Klass waxing lyrical about it, and a queue of some 5000 women eager to purchase it on launch day, the product can be purchased online, and at Fortnum & Mason in Picadilly.