"Boffins"
That's the opening line of the ad that launches Boots new Protect & Perfect serum, scientifically proven to reduce wrinkles.
View the ad on Visit4Info.
Read about it on www.telegraph.co.uk.
So what's the lesson?
Any external endorsement is a powerful sales technique. Tried-and-tested ... proven ... award-winning ... all these epithets really help shift products off the shelves.
P.S. Yes, it did encourage me to buy some. Not that I have any wrinkles of course. Oh no. Not me. No sirree. It was a present, honest...
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