It's been dubbed the Holy Grail of anti-ageing creams, the bee's knees of beauty serums and best of all, scientists have proven that it works.
Glamourzons, say hello to Boots No7 Protect and Perfect Beauty Serum.
A recent UK study of the cream found that after one month, seven out of 10 women who used Boots No7 had "significantly" reduced lines.
Not only that, but their wrinkles appeared shallower.
The cream is flying off the shelves in Britain but, unfortunately, it isn't available down under just yet ...unless you have friends in high places (or access to eBay).
It's selling for about $AU45 overseas.
All isn't lost, however, with a range of other creams that beauty experts say will do the job.
Australian Women's Weekly beauty editor Kate McMahon has some suggestions:
Creme de la Mer: used by Sharon Stone and Jennifer Lopez, this product packs a punch but comes with a hefty price tag at $250 for 30mls.
Olay Regenerist Micro Sculpting Cream: for those on a budget, Olay's cream is one of the more popular buys at $50 a bottle. It promises to smooth away lines and keep skin hydrated.
Roc Retin-ox Plus: this cream contains retinol which works well to promote skin cell turnover. And for around $40 a tube, which beauty buff could pass it up?
Ultraceuticals' Ultra C Facial Cream: this facial cream contains a patented CSIRO delivery system which has been shown to reduce the effects of sun damage and photo ageing. It's a little more expensive at around $120 a bottle.
Three step guide to banishing those wrinkles
A diet that is high in "natural" vitamins found in fresh foods can have make a startling difference to how old you look.
Including antioxidant rich raw vegetables in your diet is a good start but there are a few foods in particular that can help you out.
Avocado is one of the best natural sources of vitamin E a vitamin that helps maintain healthy skin and can reduce your cholesterol.
Avocado also contains a lot of potassium, which helps prevent fluid retention.
Fish oil is another age-busting super food. It has a high concentration of omega 3 fatty acids. Found in cold water fish like salmon and tuna, these help out by stopping inflammation, restocking the brain with essential fats and maintaining the elasticity of your lungs.
While sunlight is a good source of vitamin D, the damage it does to your skin can be catastrophic.
UV rays from sunlight account for approximately 90 percent of premature aging symptoms, including reduced skin elasticity and dryness.
If you keep a little covered up and you’re much less likely to need anti-aging care down the track.
Obvious as it may seem, keeping fit will make you look and feel younger.
Increased energy and heart health are great bonuses but it also stimulates fat loss which contributes to healthier organ function and circulation.
Remember that from the age of about 30, you start to lose muscle mass and it becomes easier to instead gain fat mass and a slower metabolism.
By challenging your muscles you will build them and stop the degeneration process.
A set of exercised muscles will lead to less body fat, a higher metabolism, a healthier glow and a more youthful posture.