If you only invest in one age-defying treatment, make sure it's a serum! Serums are magic in a bottle... They're three times more concentrated in active ingredients than creams, fluid in texture so that they're easily absorbed and are able to both deeply moisturise and combat wrinkles. Wrinkles, sagging or dull skin, pigments spots... They may feel light on the surface, but they dig deep! Serums can help with any skin-related issue, it's just a matter of choosing the right one. There was a time when they were used as one-off cure, but nowadays there are formula designed for daily use. The trick is to apply one before your day cream! The proof is in the pudding - serums are BIG business in the UK!