What is it? 3LAB, the cutting-edge American luxury skincare line, is offering a 30-minute express (or hour-long) facial at its counter in Selfridges. Loyal celebrity fans include Helen Mirren, Jennifer Lopez and Kate Hudson.

Beauty powers: Products used include 3LAB's Perfect Mask, the store's best-selling face mask, as well as “M” cream, containing the world's first bio-engineered human growth hormone which apparently ensures glowing skin.

Customers will also get to try 3LAB's eagerly awaited Super “h” serum, which goes on sale next month for a cool £215. The price hasn't deterred more than a hundred customers who are on a waiting list to receive the serum, which contains EUK-134, the $20,000/kilo UV damage-reversal ingredient.

The process? After cleansing my face, the Perfect Mask was applied and left for 10 minutes. When that was removed, h serum, “M” cream, WW eye cream and Perfect Sunblock SPF 55 +++ were applied.

Any surprises? It was disconcerting to be lying on a bed, covered with a towel, in full view of customers. Although pads were put on my eyes, the lights were very strong.

Then there's that embarrassing moment when the hairband is removed and your hair's on end. Even after a mad dash to the loos to re-apply make-up, I'm not sure I'd want to return to the office.

Transformed? My skin was glowing and felt fuller and more supple. The facial seemed to have diminished a few fine lines, too.

Try it out: Express facial £10, hour-long facial £20, both redeemable with purchase.

To book, contact Selfridges Living Beauty 020 7318 3538 or email Dixon@dixonclark.com