No7 has debuted the new Prime Forever collection. Targeting the 30+ audience, the launch marks the brand’s first range of skin preservation products which are formulated to help preserve the skin at its visible prime and protect it from new damage. 

The launch culminated from extensive research which revealed skincare priorities shift in the 30s from ‘healthy skin’ to early ageing concerns, with visible ageing accelerating by up to 50% during this decade. 

The products contain a new patent-pending blend of broad-spectrum antioxidants and super peptides, which targets invisible damage underneath the skin’s surface. The blend works to combat damaging free radicals and reduce oxidative stress, which can be caused by sun, pollution, stress or a lack of sleep. The complex has been shown to boost the skin’s antioxidant capacity within 30 minutes of use.  

The blend contains vitamin C and vitamin E as well as antioxidant rich lipochroman, myrtle leaf and camellia leaf. It also contains rice peptides, which help to provide protection against age-accelerating enzymes in the skin.  

The 5-piece range includes the Prime Forever Serum, which is proven to reduce oxidative stress by 7x to help reduce skin ageing activity.  

The collection also features the Prime Forever SPF50 Primer, a 5-star UVA-rated primer. When used daily from the age of 30, it could reduce 50 years of UV exposure to 6 years.  

Boots customers can also get their hands on the Prime Forever Weightless Moisturiser, which provides 100 hours of moisturisation targeting the skin’s quality and texture. Meanwhile the Prime Forever Cleanse melts from a gel into a nourishing oil when cleansing, into a skin-smoothing milk when rinsing. 

The final product of the range is the Prime Forever Silicone Eye Patches. These reusable eye patches can help support the absorption of the Prime Forever Serum or Moisturiser for extra hydration and to depuff the under-eye area.  

Dr Mike Bell, No7’s Head of Science Research, says “Our research revealed that the 30s are a pivotal decade; skincare priorities shift from ‘healthy skin’ to concerns around early ageing. 

“Working with the University of Manchester, we have used transformative biomedical research and diagnostics technology, to demonstrate that invisible damage occurs years before manifesting on the surface.  

“This insight indicates the need for early skin preservation, in order to invest in our skin’s future,” adds Bell.   

The launch is supported by brand activations, including a takeover of London’s iconic Piccadilly Lights, as well as advertising across TV and social media. 

No7 Prime Forever is available now from Boots stores, boots.com and No7beauty.co.uk.