Scientists have backed a new anti-wrinkle cream that can take years off your face is about to go on sale for 27 pounds.
Most anti-wrinkle creams on the market these days have collagen - the skin-plumping protein said to smooth out laugh lines and crow's feet.
But what if it was possible to target your skin's own 'collagen factory' and coax it to pump out more of its own?
It say it will be the first anti-ageing cream to pinpoint the collagen-making cells which are vital to youthful skin.
Rubbed into the skin once a day for eight weeks, it tricks ageing skin cells into pumping out levels of collagen normally seen in a much younger body.
This plumps up the skin, reducing the depth of wrinkles, according to L'Oreal.
The product, called LiftActive Derm Source, is based on the sugar called rhamnose which is found in an Amazonian vine called uncaria or cat's claw and, closer to home, in the sap of the silver birch.
While other beauty creams claim to stimulate collagen production, L'Oreal says its cream is the first to zero in on the key cells.
The French firm said that while many types of skin cells make collagen, those made by cells called papillary fibroblasts contributes the most to the skin's bounce and texture.
L'Oreal scientists screened thousands of naturally occurring compounds to find one that boosted production of collagen.
The cream, which will be launched under the company's Vichy label in April, has been tested by hundreds of women.
When they used it daily for two months, their wrinkles became shorter and shallower by up to a fifth, said L'Oreal.
"For us this is a breakthrough because we have found a compound which can produce an effect on this very important group of cells," said Julie McManus, the company's head of scientific affairs.