By Alexander Lawrie
JARS of baby bottom cream have been flying off the shelves – after vain mums discovered its botox-like effect.
Staff at Waitrose supermarkets were mystified when their own brand of baby cream kept selling out, but quickly realised the cream is the answer to middle age wrinkles.
Now the supermarket giant has rationed the Baby Bottom Butter to just two pots per person.
Mums across the country are taking the saying ‘as smooth as a baby’s bum’ to a whole new level.
A branch in Edinburgh has revealed they have been inundated with requests for the magic ointment, with up to 15 women asking for it every day.
The buying frenzy erupted after the product, which only costs £2.49 a jar, was given a glowing endorsement on a parenting website.
David Lincoln, Waitrose store manager, said: “We just can’t keep up with the demand. It really is unbelievable.
“Our suppliers have told us they just can’t make the cream quickly enough.
“I’ve been amazed by the public’s reaction. It started off on an internet site and spread like wildfire.
“We haven’t had any for about two weeks but got 72 tubs in on Saturday. Needless to say, they were all sold by Monday morning.”
Shoppers at the Edinburgh store got a surprise yesterday after discovering the last remaining six pots.
Nursery nurse Brenda Gannon, 57, said: “I’ve been in here every day for the past two weeks, but it’s always been sold out. I’ve still to try it, but I’ve heard great things about the results from friends.
“And at £2.49 a jar you can’t really go wrong.”
Colleague Helen Sim, 48, said: “I heard about it on the radio and have looked out for it ever since. I’ve got sensitive skin, so I’ll try anything that might help.”
And it’s not just the ladies who are dying to try the magical cream.
Pensioner Ronnie Cramond said: “I’ve got quite dry skin and thought I’d give this a go. I know it’s normally used for baby’s bums, but if it works, especially at that price, I’ll be happy.
“Although, I can’t really believe all the fuss about it.”
The UK-wide shortage came as sales reached 30,000 tubs in the first part of this year, taking its Hampshire-based supplier completely by surprise.
The butter is free from artificial chemicals and contains olive oil, camomile – for nappy rash – and lavender.
Waitrose says it has seen sales of “natural” baby toiletries rise by 38 per cent after it removed parabens, petrochemicals and colours from its own-label products.
Jo Maclaine, Waitrose’s baby care buyer, said: “It seems that the botty butter gives softer cheeks wherever they are.
“The feedback we have had has been amazing and proof that looking good does not have to cost the Earth.”