Superdrug's Joanna Hutton believes many women will drop fancy face creams in favour of a pocket friendly product.
"Women are getting savvier. Using the correct skin care doesn't have to mean spending hundreds of pounds on the latest technology," The Daily Express quoted her as saying.
"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."