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.

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