Actress Michelle Keegan promoted a styling mask priced at £2.50 in a national rollout.
She described it as a 'godsend for holiday hair' in latest press coverage.
The promotion offers a £10 discount on the product, which has become well-liked among her fans.
Wales Online reported a £12.50 version of the mask renders damaged hair 'liquifying' after a single wash and received enthusiastic reviews.
The Liverpool Echo described it 'one of the best ever', mirroring Keegan's endorsement.
The Mirror, Wales Online and Liverpool Echo all published stories on the price reduction.
The discount has spurred considerable online demand.