UK pharmacy chain Superdrug has launched a new private label anti-aging duo that it claims can rival premium brands’ offer in terms of effectiveness, according to a report published by The Sun.

The Optimum PhytoFreeze range, which launched today, comprises two products – a face and neck cream priced at £14.99 and an eye cream, which carries a £12.99 price tag.

The UK retailer is said to be claiming that the duo is comparable to Estée Lauder’s Resilience Lift face and neck cream for a fraction of the cost.

“Women are becoming more savvy and now understand they don’t need to look for reassurance in a hefty price tag, they can look at the technology behind products such as this PhytoFreeze and then actually see an instant result,” Superdrug’s David Cooke told The Sun. “The Optimum collection of skin care has become famous for busting some of the myths around anti-aging skin products – namely that you have to spend a huge amount for products with active ingredients which work.”