Another day, another ‘must-have’ miracle cream hits the shelves of the UK’s beauty aisles. This time it’s Visionnaire LR2412 by beauty giant, Lancôme Paris, whose scientists claim is the product they’re most proud of to date. Why? Well, after 12 years of research and 2412 molecules later (hence the name) they created a new molecule – LR2412, which can self-propel through the layers of epidermis to set off a series of micro-transformations to the surrounding tissue. In layman’s terms it diminishes the appearance of wrinkles, enlarged pores and combats uneven skin tone, by helping skin to self-repair and heal – hmm sounds all too familiar?!

So why is this particular new miracle cream selling out above all others? Three words, ‘The Middleton Effect’.

Kate and younger sister Pippa were amongst the lucky few to get their hands on the desired product, prior to its launch. The two sisters were sent complimentary samples of the serum, prompting an insider at the brand to confirm that as ‘loyal customers’ of Lancôme, they would have been sent the product to try as a ‘goodwill gesture’. This has sparked a frenzy – Lancôme beauty counters have been inundated with customers signing-up and pre-paying, waiting lists are well into the thousands, filled with signatures from women wanting a tiny slice of the Royal life at a mere £57 (for 30mls).

After all, Lancôme had previously spent hundreds of thousands of pounds on celeb endorsements with the likes of Kate Winslet, Uma Thurman and more recently, Emma Watson, and yet a short, well-crafted comment with a Royal name-drop has led to mass sales beyond their expectations. It doesn’t look like the Middleton’s influence on female shoppers will be waning anytime soon, nor will brands’ desire to be associated with them.