There’s a new wonder cream in town - and this time you can afford it.

There is a scene in Marian Keyes’s hugely successful novel Anybody Out There? in which the beauty PR is forced to present yet another face cream to yet another jaded beauty editor, to somehow convince her that it is worth the “exclusive” pages in her glossy New York magazine. What this cream needs, she decides, is “a waiting list to go on the waiting list”. In the end, she hands over one tiny pot of cream to one editor only, but does it in such a secretive way (rooftop helicopter flights to a boat moored 10 minutes away) that “it almost seems illegal” - and the rest, as they say, is another bestseller.

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