Marks & Spencer has launched a new tinted leg serum from PRAI that is giving mature women confidence to bare their legs, with shoppers saying they 'feel better showing my legs than I have in years.' The £30 Ageless Leg Perfecting Serum is designed to address concerns such as veins, dry skin, cellulite and loss of firmness.
Survey reveals body confidence issues
The launch follows a survey of 454 PRAI UK customers where 76% revealed that they don't feel body confident, while 70% said they don't feel confident enough to bare their legs. Meanwhile, 63% said they avoid wearing shorts altogether.
Unlike traditional leg make-up or fake tan, the peptide-powered serum is formulated to deliver both an instantly improved appearance and offer longer-term skincare benefits. In the short term, the serum works to blur the appearance of imperfections, even out the look of skin tone and leave legs with a soft-focus, luminous finish.
Skincare benefits and customer feedback
Because the product is powered by peptides, including SynColl, it also helps support collagen production to help smooth the appearance of wrinkles and improve skin texture, according to PRAI. It also contains Sepilift to improve firmness, resilience and elasticity, while hyaluronic acid helps hydrate for a plumper-looking appearance.
There's also grape seed oil for antioxidant protection and nourishment, plus PRAI Oil to leave skin feeling soft and conditioned. Mica and iron oxides provide the immediate blurring and illuminating effect, with 73% of customers who trialled the product reporting instantly more even-looking skin tone and an immediate improvement in the appearance of their legs.
Perhaps most interestingly, 66% said they felt more confident showing their legs, while 81% felt confident enough to bare their legs after application, compared with just 12.5% before using it.
Comparison and availability
PRAI's formula isn't the only one out there that works in a similar way - but it is one of the most affordable. Elsewhere, the This Works Perfect Legs Skin Miracle is priced at £45 for the same size tube. Meanwhile, at Boots the Vita Liberata Body Blur Light costs £33 for 100ml.
Back at M&S, the PRAI Ageless Leg Perfecting Serum has been particularly popular with women over 50. One customer, aged 75, wrote: "Super for creating a healthy look on the skin. I am 75 and have many blemishes and find this just gives a subtle coverage and is in no way orange."
Another added: "I really liked this. It gives you a natural looking tan, but just for the day as it washes off when you shower. Perfect for me if I'm wearing a skirt or dress, covering up superficial veins and seems to moisturise as well."
"Covers up my varicose veins that look like bruises well," a third wrote. "Also adds a light sheen and colour that looks very natural."
However, some haven't enjoyed the texture of the serum, leaving a four-star review. They said: "I liked the instant natural colour it gave to my skin and the streak free regular finish. It certainly blurred imperfections. I haven't noticed any colour transfer on my clothes. The 4* was that I found the texture to be a bit heavy compared to smooth body moisturisers. I didn't get that luxurious feel. Having said that, I liked the finished look and will be buying more."
Another five-star review read: "Well I am very impressed with this cream and actually feel better showing my legs than I have in years. I have very tanned legs, but have veins and bruising that have decided to remain a permanent fixture on my legs unfortunately. I therefore thought I would give this cream a go, however with hesitation as I thought it may be too light for my colouring and look powdery.
"However, deep joy - the cream worked well on my skin, marks/veins less visible, and no one has realised I'm wearing anything other than moisturiser on my legs. This will be a permanent fixture every summer for me. Another great product from Prai."
One praised it as a 'great leg cover up', saying it was 'easy to apply' with 'no bad smells', adding: "covers unsightly lumps and bumps - highly recommended." Another wrote: "Goes on easily & gave my legs a nice subtle tint, so made me feel more confident to show off my pale legs."
For those who have previously had their reservations on wearing shorts, skirts and dresses this summer, the new PRAI Ageless Leg Perfecting Serum is now at M&S for £30.
