It’s been nearly nine years since stampedes of eager women flooded the beauty halls of Boots, rushing to pick up a little white bottle of serum that had been proven independently to have an impact on the inevitable signs of ageing.
No7’s Protect & Perfect was the first skincare innovation that
seemed to be supported by scientific evidence, proven
without doubt to reduce the appearance of fine lines and
wrinkles over time. The press went mad; women went even madder. Boots sold a years
worth of stock in two weeks; waiting lists filled up and bottles were being sold online for three times their value. It became a multi-award winning cult classic that’s adorned the bathrooms of millions of women across the globe. Overwhelmed by the response to something that originally sold so badly they considered discontinuing it, in 2014 No7 focused on making their
existing serums even more effective with the launch of a new and
improved version: Protect & Perfect Advanced Serum. Could this affordable gem be the most effective anti-ageing product ever?
the launch of Protect & Perfect, serums were only available as part of prestige
brands and often carried a heavy price tag; with the launch of this revolutionary product,
Boots made serums accessible for the first time and ensured they could be easily
integrated into existing skincare routines. The long-term result of this fundemental change was an instant ability to help women feel good, confident and happy in their
own skin; there’s a huge emotional attachment between a woman and her complexion, and the scientists behind No7’s most effective formulas really understood that when developing the Protect & Perfect range. What I love about the campaigns they run is that they’re focused on real women with real concerns – and the emotional impact, rather than the huge scientific benefit, that the serum in particular can make. Similarly, the products have been tested on over 3000 women in over twenty different studies, substantiating the claims that are made and ensuring that the formulas work in ‘real life’ scenarios (rather than just in a petri dish or lab.)
When developing the ‘advanced’ formula of No7 Protect & Perfect, 80% of these 3000 women 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! Improvements in the skin’s texture dramatically increase as time goes on too, allowing Boots to claim that this is the first ever formula clinically proven to drive results that get even better over time. The Protect & Perfect ‘Advanced’ formula provides No7’s most powerful combination of anti-wrinkle ingredients ever, supercharged with their most concentrated peptide technology. It includes the unique Matrixyl 3000 Plus (to target deep lines and wrinkles) and Double Defence technology (offering a powerful and broad-spectrum antioxidant complex, designed to neutralise damaging free radicals that cause the skin oxidative stress,) as well as increased levels of Hyaluronic Acid to help skin appear and feel firmer. The result is skin that glows from within.
Last week, to celebrate this revolutionary formula that’s won a multitude of skincare awards, No7 teamed up with Stylist Magazine to host a special event for fifty lucky readers. Not only did they get to smooze over glasses of champagne while munching on delicious canapes, they got to hear from the scientist that developed the range (Dr Mike Bell) and Stylist’s very own beauty editor Joanna McGarry. After a short presentation and discussion on the development process, ingredients and clinical studies that have proven the effectiveness of Protect & Perfect, the floor was open to questions from women who really know their stuff. I was incredibly surprised to be surrounded by an audience of not only intelligent and passionate women, but those that knew as much (if not more!) about skincare as me. From questions about the effectiveness of AHAs and the acceptable level of SPF to wear daily, to queries as to what they can do to reduce the level of inflammation and irritation in their acne prone skin, the conversations were eye-opening. You guys are more and more interested, informed and passionate about your complexions and want to know where to invest your money; the digital space has allowed the provision of information, genuine recommendations and conversations about skin issues we may have historically kept to ourselves. When Protect & Perfect was initially launched, social media and blogging was very much in its infancy – but in 2016 we can share the positive impact the clinically proven formula has on our skin with others, making it a modern day phenomenon that’s got genuine staying power.
At the event I was able to grab a few minutes with Dr Mike Bell to discuss skincare, the No7 formula, why this is such a revolutionary product and what’s coming up for the incredibly popular brand…
WHY DO YOU THINK NO7’S PROTECT & PERFECT HAS BECOME SO INCREDIBLY POPULAR?
“The power of a recommendation is invaluable. It’s pushed Protect & Perfect to where it is today. We were lucky enough to be featured on the BBC programme Horizon, who conducted independent clinical trials and found incredible results. Our serums genuinely work and women rushed out in their droves to buy them – there were queues around the block! Interestingly, it initially didn’t sell very well at all and Boots were thinking about discontinuing the range; it wasn’t until it started to be recommended that it became what it is today. Social media has played a huge role in that.”
WHAT’S SO UNIQUE ABOUT PROTECT & PERFECT ADVANCED?
“We’re the first brand to be able to say that our results are clinically proven to get even better over time. Essentially we found the ingredients that worked in the initial formula and just added lots more into the ‘Advanced’ version, boosting its performance. We’ve been able to identify what causes the damage in skin and create a way of counteracting that; no other brand is able to claim what we are!”
SPF AND SUN PROTECTION IN GENERAL HAS BEEN A BIG TOPIC TONIGHT. WHY IS IT SO IMPORTANT?
“Sun damage is the number one cause of ageing, so we need to protect against it. Our moisturisers include UV protection to protect against further damage, as you need it all year long – not just in the summer. I’m often asked why serums don’t contain SPF, but they’re targeted to specific concerns; SPF would impact the effectiveness of the formula so you really do need a separate serum and moisturiser every single day. In the UK SPF15 is enough to protect the skin, whilst retaining the aesthetics we require as consumers – any more and the formula becomes much heavier, which tends to put us off applying the amount we actually need. That’s why No7 products contain only SPF15.”
WHAT WOULD YOU RECOMMEND TO WOMEN WANTING TO ESTABLISH A NEW SKINCARE ROUTINE?
really underestimate the value of our beauty advisors. Pop into store,
talk to our trained experts and develop a regime – they’ll be able to
discuss your individual needs and recommend products for you.”
Available in serum, moisturiser and body formats, all the No7 Protect & Perfect products are super lightweight and absorb into skin within seconds to leave it feeling silky smooth. 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 – without overloading it. It’s definitely one of those products that I recommend as a starting point for anyone a little confused about skincare, plus it’s a firm favourite of both my mum and best friend (who have stashes of the stuff, just so there’s no chance of them ever running out!) It’s incredibly affordable, proven to be incredibly effective and is quite simply one of the most revolutionary ranges the beauty world has ever seen. If that’s not an excuse to treat yourself the next time you realise your Advantage Card points have built up, I don’t know what is.
The No7 Protect & Perfect ADVANCED Serum is available exclusively from Boots stores and online, priced £24.95. Other products in the range are also available.
This is a sponsored post on behalf of Boots No7. All opinions are my own. Facts taken from information provided by No7.
Features PR samples unless otherwise stated. To read my full disclaimer, click here.