Boots plots new products for Protect & Perfect line

Boots is extending its anti-ageing line No7 Protect and Perfect range. The original serum, launched last summer, caused a consumer frenzy after a TV programme claimed it really worked.

The product line is to include a day cream, night cream, eye cream and body moisturiser. The new products will be supported by a TV and press campaign, which has been created by Mother, and stars Ashes to Ashes actress Keeley Hawes, who is the new face of No7.

The retailer is hoping to build on the success of the No7 Protect and Perfect Serum, which was featured on BBC documentary, Horizon. It claimed that the serum repaired photo-aged skin and improved fine lines caused by photo ageing following tests by Professor Lesley Regan of St Mary’s Hospital.

The comparatively cheap cream, which retails at £16.75, flew off the shelves with sales increasing 2000% the day after the documentary was aired. Boots was forced to ration consumers to buying one bottle per consumer per day.

The new products all contain the Protect & Perfect firming complex and contain the same active ingredients that Professor Regan proved effective in the serum. Lipo-peptides and plant extracts are said to boost collagen and produce a facelifting effect.

Last week, Boots reported a 516% year-on-year increase in sales of No7 anti-ageing skin care products.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here