Better known as the brand of choice among suspiciously age-less ‘ladies that lunch’, Crème de La Mer was the first company to enter (and dominate) the super luxe category in the early noughties. Since then, there have been countless other competitors / imitators charging well in excess of £200 for an anti-ageing formula.
But the times are changing once again. Following fierce competition at the high end of the market - not to mention an international economic nosedive - CDM has had to diversify. And so the white coats behind the brand have dutifully gone about the job of concocting a lighter and, crucially, more affordable variation on the original formula.
Expect the same restorative marine magic (concocted by an aerospace physicist to heal a case of severe burns, we'll have you know) but without the sheer weight of the original crème. More of a male-friendly mousse than a cream, really. Ideal for mature gentlemen or those who suffer from chronically parched or sensitive skin. Hide the jar not out of shame but because the woman in your life will probably try to steal it.
The Moisturizing Soft Cream £100 for 30ml from cremedelamer.co.uk