The product, Glamotox, claims to be the glamorous alternative to botox, providing a non-invasive alternative to surgery. Glamotox will be released in the UK at the beginning of November for a two week exclusive period to Harvey Nichols after which it will be rolled out to the rest of the UK in December. The product is targeted towards the high end of the market with its price tag of £98 (€140). Glamotox is a daily moisturiser with SPF 18. The formulation contains certain peptides that the company claims relax the expression lines in the face, and hyaluronic acid to fill in the wrinkles of the face. Currently it is available for pre-order on the company's website who report that the product has been extremely popular. A spokesperson from the company told Cosmetics Design Europe that the reaction has been amazing, "we have already sold out of the product and have had to pre-order more stock in order to fulfil the demand." Rodial will also be releasing their A list cleanser containing the company's signature ingredient pomegranate extract. The extract is known for its anti-oxidant properties and appears in all of the company's products. The cleanser claims to have a brightening effect on the skin reducing the appearance of age spots and boosting collagen production, as well as being designed to moisturise and calm the irritated and sensitive skin resulting from cosmetic procedures. These products are the latest in a spate of releases marketed as alternatives or complements to cosmetic surgery procedures. The trade show Beyond Beauty, held in October, provided a launching pad for many new products in this area. A significant number of these products come from relatively new companies suggesting this development may play an important role in the cosmetics market of the future. The popularity of such products illustrates the nature of the modern consumer who is increasingly demanding of cosmetics products. Simple anti-ageing and moisturising claims are not sufficient; cosmetics that apparently mimic the effects of surgery without the pain appear to be the way forward. Furthermore, the trend appears to be linked to the increasing recognition for cosmetic procedures such as dermal fillers and anti-wrinkle injections as a less invasive alternative to plastic surgery in the fight against ageing. Indeed, a recent cross cultural survey from healthcare specialists Allergan found that European women in particular are interested in non invasive cosmetics medicine, in contrast to their American sisters, who are more interested in the more comprehensive plastic surgery options. According to the survey UK women are particularly open to the idea, with 35 per cent saying they would consider having anti-wrinkle injections.