It’s been seven years since stampedes flooded the beauty halls of Boots, women everywhere rushing to pick up a little white bottle of serum. No7’s Protect & Perfect was the first skincare innovation that seemed to be supported by scientific evidence; it had been proven without doubt that it could reduce the appearance of fine lines and wrinkles. The press went mad. Women went even madder. Boots sold a years worth of stock in two weeks. It became a cult classic and there were waiting lists galore. Now in 2014 No7 are focused on making their existing serums even more effective, with the launch of a new and improved version: Protect & Perfect Advanced Serum.
No7 understands the emotional experience of having great skin. Before Protect & Perfect serums were only available as part of prestige brands and often carried a heavy price tag; with Protect & Perfect, Boots made serums more accessible and ensured they could be easily integrated into existing skincare routines. The result of this was their ability to make women feel good, feel confident and feel happy in their own skin. In the new formulation of Protect & Perfect, No7 have taken their products one step further to ensure even better results and even more active ingredients.
Protect & Perfect Advanced Serum focuses on the adjoining epidermal and dermal layers of the skin – this is where they believe the source of wrinkles lies. The new advanced formulations contain 30 x more repair peptides than their original counterparts (the active ingredients that make the formula work,) and have been proven to work on more than 2600 women in 22 separate studies. In the seven years since the original launch, Boots has ensured their relationships with Universities and independant labratories has expanded – enabling them to not only develop their serums further, but to ensure they have a huge amount of scientific evidence to back up their claims.
An astounding 80% of women that tested the new formulations claimed to see their best anti-ageing result ever… Even those women that had previously been using much more expensive and premium anti-ageing skincare. That’s hard to argue with. The new serum again performs significantly better than the original, with improvements actually dramatically increasing as time goes on – the trials showed a 100% improvement after three and six months, versus the original serum. It’s not often a brand puts a new formulation up against an existing one of their own, which to me illustrates the level of confidence they have in this new formulation.
If you’re wondering why there are two versions of the serum, then let me explain. The ‘regular’ Protect & Perfect is designed for use from the age of 25; it helps to protect against the first signs of ageing and focuses predominately on fine lines and loss of elasticity. However, the ‘intense’ version is targeted at 35-50 year old women who want to tackle deeper lines and wrinkles; the ingredients help to boost collagen production and to leave even the deepest of crow’s feet smoother. I never knew that Protect & Perfect was developed to be used by women so young, but it’s great to see them encouraging preventative anti-ageing care!
The products themselves are super lightweight and absorb into skin within seconds, leaving it feeling silky smooth and ready for makeup. If you’re not one for layering or find a lot of serums too heavy for your skin, then Protect & Perfect offers a definite opportunity for you to start looking after your skin effectively. If you’re already a fan of the range, then the new and improved No7 Protect & Perfect Advanced Serum will no doubt be extremely welcome. Although I don’t predict a stampede in a similar fashion to 2007, I do predict that these will be a big hit with women everywhere when they land into store this week. Are you excited about this new and improved formula?
The No7 Protect & Perfect Advanced Serum launches on 14th May priced £23.95; the Protect & Perfect Intense Advanced Serum is priced £24.95.