No7

For nearly a century, No7 has created innovative, clinically-proven skincare solutions that empower unstoppable women worldwide. The brand recently expanded their product line with the launch of the new Pure Retinol routine, a sequence of treatments that gently, but effectively nurture a brighter, tighter, more radiant complexion.

  
    Single Compelling Thought
  
After testing No7’s new retinol line, 95% of consumers reported they would switch their current regiment for the Pure Retinol routine.

Strategy

In the world of skincare, retinol is a controversial ingredient. It’s a powerhouse treatment that promises a firmer, plumper, smoother, and more hydrated complexion, but it’s also one that can easily irritate skin and deliver unwanted results.

No7 recently launched a five-product regimen that offers something of a middle ground to this conundrum. The line is designed to be incredibly gentle on skin while targeting the seven key signs of aging, and it boasts impressive results.

After just two weeks, consumers reported their skin looked tighter, brighter and clearer, and appearance of fine lines, wrinkles, crow's feet & puffiness had been reduced. Additionally, a whopping 98% felt skin was instantly moisturized.

Execution

To promote this buzzed-about new line, I intentionally created content using a “show, don’t tell” approach. I used the products for two weeks leading up to the photoshoot, and shot these images with a fresh, no-makeup face and no retouching. Albeit I did apply some sunscreen and lip balm… After all, it is retinol.