I'm not expecting miracles from this little pink tin. In fact the words 'Instant Firming Serum' has may sceptic's radar twitching. Instant? Oh really? I have no idea what Pepha-Tight is. Perhaps it's an elastic band that will shoot out of the nozzle to somehow fit under my chin and around my ears to magically lift up any sagging skin...

But it's worth a go, so after washing my face — which results in the familiar itchy, almost sore dryness — I massage in the cool, clear, bright blue gel, as instructed. I encourage its lifting work by sweeping my figures upwards and give my encroaching jowels and forehead furrows an extra bit of gentle pummelling. Might as well give the serum a fighting chance.

I may not look instantly ten years younger — that would be ridiculous — but my skin does feel soothed and I can definitely detect a slight tightening sensation. And there's no questioning the softness of my skin after using the gel. Serums are intended to be worn under a moisturiser and as I have dry skin I certainly couldn't manage without extra help in that department. And as this serum does not have an SPF, this is doubly the case.

So what IS Pepha-Tight? Nothing to do with elastic bands, but there is a connection of sorts. It's an algae-based extract that has undergone some scientific jiggery-pokery and which, in clinical trials has been shown to  have an instant tightening effect on fine lines. And if it's used for long enough (six weeks at least) the serum can stimulate the production of collagen fibres — the stuff deep down in our skin cells that gives skin it's bounce (elasticity) — a process that breaks down as we age.

The purpose of a serum is to deliver active ingredients a little deeper into our skin (unlike a moisturiser which largely sits on the surface, trapping moisture in). Instant Firming Serum also contains a combination of natural plant ingredients to give further benefits — including anti-inflammatory ones. Which would explain why, after a week of using it, the redness around my nose and chin has subsided a fair bit.

Add to this the fact that Planet Skincare uses no nasty parabens (the chemicals widely used in toiletries, but which have certain hormonal properties) and a little goes a long way, and the hefty £75 price tag seems pretty reasonable.

www.planetskincare.co.uk