Skincare shoppers race to buy £10 firming Olay cream that was £30 just yesterday

If your skin is in need of a little lift (aren’t we all?), this is one deal you won’t want to miss. The Olay Regenerist Active Firming Day Face Cream and Serum, usually £30, has just dropped to a tempting £10 as part of Boots’ 24-hour flash sale– that’s a saving of £20 on one of Olay’s cult-favourite anti-ageing formulas.

Designed to hydrate, plump and visibly firm the skin, this silky cream/serum hybrid is ideal for anyone wanting to give their morning skincare routine a power-up without the hefty price tag. Shoppers also point out how they love the fact that it absorbs quickly and wears beautifully under make-up, too.

Though the offer is only available today, Tuesday 22nd July, Amazon is currently rivalling the £10 offer witha £10 price tag of its own, giving skincare lovers an equally impressive 71% saving on the Olay buy.

So what makes it a must-have? At the heart of the formula is Olay’s signature amino-peptide complex, which works to support skin’s natural renewal process, boost elasticity and reduce the appearance of fine lines and wrinkles over time. It also includes niacinamide (vitamin B3), a skincare hero known for brightening, smoothing and strengthening the skin barrier. In other words: it’s doing a lot of heavy lifting for a tenner.

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Shoppers who have tried it are seriously impressed, with reviews praising everything from the lightweight texture to the noticeable results.

One user raved: "Lovely serum. Soaks straight in and makes skin feel tighter and firmer. I’ve been using it every morning and have definitely seen a difference in just a couple of weeks."

Another wrote: "I’ve used expensive serums before, but I keep coming back to this one. It makes my skin look fresh and more youthful."

It’s also had high marks for hydration, especially for mature or dry skin types. "It keeps my skin moisturised all day without feeling greasy. It’s a perfect base under foundation too – my make-up goes on smoother," says another shopper.

However, not all buyers scored it a perfect 5/5. One more balanced reviewer penned: "I have only been using it for 10 days it goes on easily nice texture but doesn’t leave my skin as soft as the olay serum I used d before it early days."

While this creamy serum is usually a more premium pick at £30, today’s flash sale makes it the same price as a takeaway pizza, and we think your skin might thank you more for the serum.

The catch is the deal is only live for 24 hours, so if your skincare stash is running low, now’s the time to add it to your basket. Alternatively, if you want another anti-ageing cream suggestion around the same price, Ameliorate'sRestorative Facial Mask is now £6.60 (down from £22) on Lookfantastic, and also has great hydration reviews from shoppers.