By  on February 5, 2008

Apparel may be front and center during London Fashion Week, but a handful of beauty brands are causing a stir at retail all around the city, too. WWD asked buyers at some of London's department and specialty stores to select the hottest fragrance, cosmetics and treatment brands on their shelves, for which they have U.K. or international exclusives.

What: Athena 7 Minute Lift, an antiaging cream based on Greek essential oils.
Why: "Athena 7 Minute Lift is the latest wonder potion that everyone wants to get their hands on — it even had a waiting list before it arrived," said Daniela Rinaldi, head of beauty buying and concessions. "The fact that you feel a difference in seven minutes really makes it a true 'Botox-in-a-bottle' product. It's perfect for an instant lift."
How much: 59.95 pounds, or $117, for 15 ml.

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