What is it? Yes, I know you know what Downton is, but right here and now, its name has been applied to a 'beauty and lifestyle' collection available through Marks & Spencer.
What’s the USP? 'Downton Abbey - an elegant and distinctive way of life, now captured in a beauty and lifestyle collection.' Absolutely serious, that's what it says on the packet.
How new is it? It wasn't going to launch until October, but after record numbers of viewers watched last weekend's episode, it is being rushed into the shops for this Saturday, 28th September.
I’d try... The lip gloss trio, £9.50 -- they're all very nice and smooth to wear. If you know your Downton, you'll know which character would best suit the subtle nudey gleaming one, the fresh rosy one, or the slightly shocking pinky one best. I've never watched it so couldn't tell you, but what I can predict with certainty is that there will be a surfeit of the stuff, from the Cream Bath to the Signature Soaps, in stockings the length and breadth of the land this Christmas.