Skincare company SKIN.NY have began legal proceedings against high street beauty chain, Boots the Chemist, for misleading the public. In huge push for publicity, Boots claimed that their famous Boots No.7 Protect and Perfect Serum was the first anti-wrinkle cream to be proven effective in clinical trials.

This, however, is untrue. SKIN.NY Radical Restructure Complex was in fact the first complex skin cream with proven clinical trials published over 6 years earlier in October 2003.

It doesn’t stop there either. SKIN.NY also gives faster, broader skincare results, achieving more in three months than Boots No.7 does in six, SKIN.NY also delivers an additional 10% in wrinkle reduction and the “inactive” control cream used in the SKIN.NY study was as effective in 3 months as the Boots Serum was in a year. This of course makes SKIN.NY more cost-effective with three month’s supply of SKIN.NY costing £99.00 and six month’s of Boots No.7 is £197.50.