Many people still believe that the more they pay for a skin product the better it is. Nevermind that what they're actually paying for is the packaging and that dermatologists have, for years, been saying that cheap, uncoloured and unperfumed creams work the best. What? No sexy packaging, no A-list celebrity endorsement and no multi-million pound marketing campaigns? Well, it must be rubbish then!

Once again the myth has been exploded by reports in the papers today revealing the latest innovation to hit the beauty market costs just £1.89 from Aldi.

Enter Siana Moisturising Anti-Wrinkle Day Cream, to give the product its full title. It’s beaten Olay, Elemis and Helena Rubenstein to earn a reputation as one of the best anti-ageing products on the market.

Two thousand volunteers blind-tested the cream and voted it one of the best complexion smoothers, with some adding it looked like they’d had a facial and others thinking it must be expensive. Meanwhile, Woman’s Own has said of the cream: ‘Beauty tongues are wagging because it’s so cheap and it really works’. Since word has spread, Aldi has gone from selling 290 jars a week at the beginning of the year to 20,000, with branches selling out across the UK.

The Aldi cream contains enzyme Q10, which is often found in more expensive beauty creams and which it’s claimed mimics the body’s ability to protect against premature ageing.

I'm almost tempted to give this a go. Or this is just hype too?