Boots has unveiled a more powerful version of its flagship No7 Protect & Perfect serum as it aims to recreate the success it had first-time around.

The health and beauty retailer will replace its Protect & Perfect serums, which it created seven years ago, with its new Protect & Perfect Advanced serum, which it said is scientifically proven to give “significantly” better results than the original.

Boots’ original Protect & Perfect formula was found to be the only face cream to actually reduce skin ageing in 2007 and the product sold out immediately with women queuing around the block to get their hands on new stock.

Boots skincare scientific adviser Dr Mike Bell said: “I think we’ve made a step-change [in the anti-ageing market]. I haven’t seen better anti-ageing results for a cream that’s currently out there in the market than this new serum.”

The new serum builds on the old one. Boots has added new ingredients including Matrixyl 3000 which helps to restore the elasticity of the skin which is lost as people age.

He added: “The benefits on wrinkles grow with time. Tests showed that after three months [of using the serum] it showed a significant improvement to crow’s feet around the eyes.”

Clinical trials have produced “outstanding results”, according to Boots. Meanwhile,  consumer trials showed that within four weeks eight out of 10 women who used the new products experienced “significant anti-ageing benefits”.

Boots has been testing the serum on more than 2,600 volunteers, conducting 22 consumer and clinical trials and four other trials which include two wrinkle studies.

The serum will be supported with an advertising campaign which shows the results of the serum on eight women after four weeks and no mirrors.

The Protect & Perfect Advanced serum is aimed at women aged 25 to 35 years and retails at £23.95 while its Protect & Perfect Advanced Intense serum is aimed at those aged 35 to 45 years and is priced at £24.95.

Boots said that in time the science used will be shared across the other No7 serum ranges, which cater for women in later stages of life: Lift  & Luminate and Restore & Renew.