That’s the opening line of the ad that launches Boots new Protect & Perfect serum, scientifically proven to reduce wrinkles.

View the ad on Visit4Info.

Read about it on www.telegraph.co.uk.

So what’s the lesson?

Any external endorsement is a powerful sales technique. Tried-and-tested … proven … award-winning … all these epithets really help shift products off the shelves.

P.S. Yes, it did encourage me to buy some. Not that I have any wrinkles of course. Oh no. Not me. No sirree. It was a present, honest…

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