The theme tune to Mission Impossible filtered out of a parked car near Market Street in Manchester yesterday, creating an appropriate setting for the scene unfolding outside Boots at 6.30am.

But instead of a Tom Cruise-style character on a covert mission, there was a queue of shoppers waiting eagerly, if a little bleary-eyed. Their mission: to get their hands on the secret to lasting youth.

Boots' No 7 Protect and Perfect anti-wrinkle serum is the latest must-have item to trigger a shopping frenzy, following the launch of Kate Moss's clothing range at Top Shop earlier this week.

But the desire to delay the signs of ageing was not limited to women. Leading the pack at the Manchester store were five enthusiastic men who had been queueing since 5am.

First in line was Harry Roach, 74, who had decided to endure the two-hour wait before early opening to surprise his wife.

Many of the other men in the queue were under strict instruction from female family members to get their hands on what has been dubbed a "miracle cure" for wrinkles. But Joe Chuwens, 67, was happy to admit that men also cared about their appearance.

"I've been using beauty products for my face for about 10 years," he said. "If David Beckham can do it, so can I."

The hype surrounding the Boots cream, sparked by a Horizon programme on BBC2 that scientifically backed the lotion, also attracted younger buyers.

Hayley Bradley, 26, was lured out of bed on a chilly May morning to stock up on the cream for future needs.

"Many of my older friends bought the cream after the programme was first aired and they really have seen results, especially around their eyes," she said. "I don't know if it will actually work, but it's been clinically proven.

"I guess like everything else it's been hyped up, everyone wants the item that they can't get. I suppose its a kudos thing. Plus at £16.75 it's a lot cheaper than other products on the market."

When the doors opened, the crowd flowed in, all tills opened, and Operation "Get Lotion" seemed to run smoothly.

Banners reading "It's back!" decorated the store, while a TV set replayed the programme that has fuelled the spectacular demand. Boots reported that a whole year's supply of the lotion had sold out within two weeks of the Horizon broadcast.

Miles Holt, the store manager, had been preparing for a rush of shoppers, but even he was surprised by the queue waiting outside his shop.

"I was surprised by the number of people who have come in early and also by the mix of people - there are quite a few men here. We have 18,000 bottles in store today and I expect we'll be sold out by the end of the day. Our production plant in Nottingham is geared up to maximum capacity and I think we'll have to wait for another batch to come in. Hopefully, that will be next week."

The first 100 customers were also treated to a special No 7 gift bag.

For Kate Nicoli, 23, just to get hold of a bottle was enough. "It's my mum's birthday in a few days and for three months all I've heard from her is how she wants this cream. I've been trying to buy it for ages, whatever the cost. I drove for 45 minutes this morning to get here. I'll probably need some cream myself after the sleep I had last night!"

While everyone was keen to buy, not everyone was convinced it would work. "I guess it's worth a try, even if it is just in the head" said Mr Roach. "But at the end of the day, if it makes you feel better about yourself, it must be a good thing."