Boots removes mirrors from women’s lives in ‘groundbreaking’ campaign
Boots is hoping to repeat the success of its original No 7 Protect & Perfect serum with an update to the range that promises even more effective results and a ‘groundbreaking’ campaign that aims to show the results of the product by removing mirrors from eight women’s lives.
By Sarah Vizard
Video: Boot’s new campaign for Protect & Protect Advanced
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The campaign, which launches today (12 May), includes a 2-minute online video that challenges eight women to try out the new serum for four weeks. They are also asked to remove all the mirrors from their lives so they can see the full effects, with each woman given a personal chaperone to do their hair and make-up and drive them around during the trial.
The ad was developed after clinical trials found that eight out of 10 women that used the new product for four weeks saw a “significant anti-ageing benefit”. Boots says the real life test aimed to get rid of the “razzamatazz” and show the real difference skincare can make.
Elizabeth Fagan, marketing director, health & beauty international and brands at Alliance Boot, says: “We knew we needed to take a bold approach to our advertising to reflect not only do our products work but how they make women feel. Asking women to trial No7 Protect & perfect ADVANCED Serums and share their honest reaction about the results after just four weeks was the ultimate test and we are delighted with just how great it made them feel. Our hope is that all of our customers will be as excited about the launch of No7 Protect & Perfect Serums as we are.“
“As a brand, No7 is on a mission to deliver products that really work and deliver results that make women feel fabulous. What lies at the heart of the groundbreaking ‘Four Weeks. No Mirrors’ advertising campaign is a deep understanding of women and the knowledge that it is not just what the products do that matters but how they make women feel,” the company adds.
The original version of Protect & Perfect launched in 2007 and was an instant hit, with the product selling out after a TV documentary found that it was the only face cream that actually reduced skin ageing. The new version, called Protect & Perfect Advanced, goes on sale on Wednesday (14 May).
