Superdrug’s new budget anti-ageing line claims to provide instant anti-wrinkle, lifting and firming effects. We put it to the test to see if it really delivers
When it comes to the world of anti-ageing, high performance and high quality are two attributes that no longer elude the high street. A recent press release that caught our eye in this regard was from no other than budget beauty favourites, Superdrug courtesy of its latest launch - Optimum PhytoFreeze. Using descriptions such as ‘face lift freeze cream’, the line claims to provide an immediate and visible skin lifting and firming effect which lasts for hours. However, is it really possible to ‘freeze’ the visible signs of ageing?
Comprising of an eye cream and a face and neck cream, the duo’s key ingredient is called Vin-upLift - a component obtained from the fermentation of naturally frozen ripe grapes which are then harvested by hand under fresh snow. Rich in sugars and polysaccharides, it claims to provide a skin lifting effect and intense hydration for a smoother, youthful-looking and radiant appearance.
Are such results achievable though for under £15? Coming in at £12.99 for the eye cream and £14.99 for the face and neck cream, we asked two willing testers to try both products out to see if they delivered impressive anti-ageing prowess for a significantly lower pricetag.
1) Optimum PhytoFreeze Swiss Ice Wine Eye Cream, £12.99
Its promises: “With Swiss Ice Wine and an innovative anti-ageing Peptide, the formula delivers silky, intense hydration and an immediate and visible skin lifting and firming effect which lasts for hours. The eye area appears fresher, smoother and more youthful.”
Key ingredients: Vin-upLift, acetyl dipeptide to aid elastin synthesis (and tackle skin sagging), olive oil for nourishment and vitamin E to help protect against environmental damage.
First impressions? “I loved the fact that the plastic lid screws on - how many times have I lost lids and been left with a claggy mess in the spout,” commented our Deputy Editor Victoria Woodhall. “The angled metal spout gives it a high quality feel - although it seems a bit unnecessary. The cream itself is unscented (tick!) to minimise irritation and feels rich without being greasy.”
Did it deliver on its claims? “It claims to have an ‘immediate and visible skin firming and lifting effect.’ I didn’t notice anything immediate, but after a week of using it twice a day on one side of my face only (for comparison purposes) I put it to the ultimate test - my husband and son. I asked them independently which eye they thought I had tested an anti-ageing cream on and they both immediately identified the correct one, even though I had a completely product-free face. I asked them how they could tell and they both said the left side was ‘less wrinkly’ (thanks, guys). More specifically, they meant crow’s feet. It’s something I thought I noticed too but found it impossible to know whether it looked less lined because I wanted it too. The effects are subtle - I don’t look ten years younger, but I am pleasantly surprised to see that in a short time of use it has made a noticeable difference. The skin around my eyes feels plumper and more hydrated.”
Is it good value for money? “Yes, because it actually works.”
Would you recommend it? “Yes definitely.”
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2) Optimum PhytoFreeze Swiss Ice Wine Face & Neck Cream, £14.99
Its promises: “This Face & Neck Cream has an ultra-lightweight texture which provides a refreshing sensation and melts quickly upon application. With Swiss Ice Wine and an innovative anti-ageing Peptide, the formula delivers silky intense hydration and an immediate and visible skin lifting and firming effect which lasts for hours. The complexion appears firmer, smoother and more youthful.”
Key ingredients: Vin-upLift, acetyl dipeptide to tackle skin sagging and promote a ‘lifting’ effect, vitamin E to help protect against environmental damage, shea butter to soften skin and pro-vitamin B5 to moisturise.
First impressions? “For a Superdrug own brand, I was impressed with the packaging - it felt a little more luxe than its other products,” said our tester. “It also wasn't heavily perfumed which was a huge plus for me.”
Did it deliver on its claims? “Overall, my skin feels firmer, smoother and clearer. Were its effects immediate? Smoothness-wise yes, but firmness-wise, effects were noticeable after a few days. Hydration-wise though, I don’t think it delivered. I had to layer more moisturiser on top of it because I felt that it wasn’t a good enough base for makeup. The times I did use it on its own, it left my foundation looking flakey.”
Is it good value for money? “£15 is a good price and I would definitely spend my own money on a cream of that value. It is a little more expensive though than what I’m used to seeing for Superdrug own products, and because I had to layer another moisturiser on top, I feel that it’s a bit too expensive for what it is.”
Would you recommend it? “At this moment in time, I wouldn't recommend it.”
The final verdict
Out of the two products, the eye cream performed significantly better than the face and neck cream. So if you’re going to invest in one, we’d definitely recommend giving that one a try if crow’s feet and wrinkles are two of your key concerns. Finding a good eye cream, no less one that provides impressive anti-ageing benefits, is hard to find in our experience. Especially at a price point of just £12.99. From that perspective, we're sold.