The global skincare industry has nearly doubled in size over the past decade and is forecast to be worth $189.3bn by 2025, according to market research firm Statista. Amid that competition, U.K. skincare brand No7 is unveiling a new science-backed range that it hopes will be the biggest beauty launch in a generation.
The Boots-owned brand’s No7 Future Renew collection includes four skincare products that promise to reverse multiple visible signs of skin damage. The line’s selling point is that it contains a patent-pending blend of peptides–chains of amino acids that naturally occur in the body–that are not found in other products.
Peptides are already sold in some dietary supplements and cosmetics because they are thought to have anti-aging or anti-inflammatory properties, but No7 claims to have identified two new chemical entities that reverse skin damage. The brand is calling this its most significant launch in history and its biggest scientific innovation ever.
No7 Future Renew was developed after 15 years of research by the company’s scientists and the University of Manchester. It also underwent the most extensive and diverse testing program in the brand’s history, with 37 studies on more than 4,200 people. More than half (51%) of the testing group had skin of color.
New marketing approach
Supporting the collection is a three-pronged marketing campaign. “With this new technology, we were keen to think about how to launch it in a different way,” said No7 U.K. marketing director Richard Bowden.
Before selling it to consumers, No7 first gathered endorsements from the scientific community. The brand is unveiling the products at three scientific conferences this spring: the American Academy of Dermatology annual conference in Louisiana, the British Society for Investigative Dermatology annual meeting in Glasgow and the International Societies for Investigative Dermatology meeting in Tokyo.
Then, for the past two weeks, it has been teasing the range with Boots’ largest in-store activation ever.
Finally, No7 is hosting a launch event at the Science Museum in London and airing two films, a TV ad and a 170-second documentary-style film for cinemas.
In the longer film, three real women talk about their personal life stories and the impact those experiences had on their skin. The women get the chance to try No7 Future Renew for four weeks, then return to share their results.
“When we talked to consumers about skincare, they said they didn’t have time to look after their skin in the past or life got in the way,” said Bowden. “Our film says you can now reverse. That’s the drama we want to bring to life.”