August 6th was the much anticipated date for the restock of the anti-ageing formulation known in the UK as Boots No 7 Protect and Perfect, in Target stores and Target online in the US. Beforehand, US customers were invited to sign up for the latest news on the company's website in order to receive up-to-date news on the product's whereabouts, reflecting the worldwide interest that has surrounded the product. The product's fame grew after a BBC documentary, Horizon, tested the claims of various anti wrinkle formulas, finding that Boots No 7 Protect and Perfect stood out in terms of its positive effects on lines and wrinkles. In a study performed by Lesley Regan, a professor of obsterics and gynaecology at St Mary's hospital in London, the serum appeared to be as effective as retinoic acid or tretinoin, both prescription drugs, explaining the significant attention the product has received. The Boots brand has been steadily increasing its global dealings and the recent recognition of the anti-ageing formulation is likely only to increase the brand's popularity in general. An Alliance Boot's Spokesperson told Cosmetics Design Europe that at present the group's central policy was to build a global business, the core strategy being to take much of the Boots product and expand its reach through the Alliance Healthcare wholesale business. The Boots Group completed its merger with the Alliance UniChem in July last year claiming to have created 'Europe's foremost international pharmacy-led health and beauty group'. The US is by no means the only international market for Alliance Boots and in the last few years the company has focused on Russia, China and other emerging markets. Currently the company has pharmaceutical wholesaling businesses in Russia and the Czech Republic, as well as many other European destinations, whilst distributing its own brand products through wholesale and selected retail partners in many countries, including Hong Kong and New Zealand. Future plans for the company include both expanding and building on current partnerships and finding new contacts, in order to create a truly global business.