Then there are the rare few that go cult. In my 20 years as a beauty journalist I cannot recall a time (other than the relaunch of Creme de La Mer in 1994) that a moisturiser gained such attention as Augustinus Bader’s The Cream. The Business of Fashion recently dubbed Bader “the most googled name in skincare” and there’s a growing number of famous faces that have been posting favourably about The Cream on social media including Kate Bosworth, Courteney Cox, Carla Bruni, Demi Moore, Naomi Campbell (less convincing), Kim Kardashian West, Victoria Beckham (come to think of it, she raved about Creme de La Mer too... hmm) and supermodel Amber Valletta. Leonardo Di Caprio has been buying it in multiples. Crikey.
Is this some genius marketing trickery? I had to find out.
After all, if VB says it’s good (she’s my age and her skin glows in all the right places) then it’s worth a punt. If you eke out the 50ml bottle for six weeks then, if my sketchy maths is correct, it costs £4.88 per day. That means forfeiting my twice-daily oat milk cappuccino; it better work. The Cream has been proven in clinical trials to reduce wrinkles, fine lines, sun spots and redness in ageing faces like mine.