A recession friendly face cream priced at only 1 pound is set to hit the British shelves next week.
The moisturiser, the cheapest one at Superdrug, apparently comes in a basic 150ml white plastic pot with a choice of camomile or fragrance-free formulas.
Superdrug's Joanna Hutton believes many women will drop fancy face creams in favour of a pocket friendly product.
"When women spend over 100 pounds on a moisturiser, up to 20 pounds of that price can be for the fancy packaging, celebrity advertising campaign and golden lids - in these thrift-conscious times we think it's far more chic to spend money where it matters, on the product," she added.
Bevis Man, of the British Skin Foundation charity, said: "With moisturisers, simple products that cost less can often work just as well as more expensive counterparts."