No7 is launching new additions to its award-winning Retinol range with ‘We See You’ – a new advertising campaign that shines a light on how different consumers feel about the skincare industry.
Research conducted by No7, the UK’s #1 skincare brand, revealed that 56% of UK women with non-white skin tones do not feel represented by the skincare industry with products that are designed for them.
In response, No7 has announced a series of actions to improve inclusivity in the skincare industry by increasing the diversity of its consumer panel by 121%, educating its 1,600 beauty Advisors, and launching the ‘We See You’ campaign.
The new ‘We See You’ advertising campaign launches the new Pure Retinol Collection, which can be used individually or together in a full retinol regimen – with 93% of women seeing even better results when using the NEW No7 Pure Retinol Night Eye Cream and NEW No7 Pure Retinol Night Cream together with No7 Advanced Retinol 1.5% Complex Night Concentrate.
The extended range is designed with lower, active levels of retinol to deliver a broad range of noticeable anti-aging benefits across multiple skin types and ethnicities, tackling skin concerns from acne to hyperpigmentation, to fine lines and dullness.
Aesthetician and founder of Black Skin Directory Dija Ayodele says: “Retinol is the gold standard ingredient in skincare but there are some misconceptions that it can’t be used on darker skin tones. All skin cells, no matter the skin ethnicity or tone, have special receptors that work hand in hand with Retinol to activate and plump your collagen and elastin reserves as well as fade discolouration and smooth the texture of your skin. It’s exciting to see a brand like No7 leading the way in creating a Retinol that is available and accessible to everyone with the launch of its new Pure Retinol range.”
The ‘We See You’ advertising film shows a diverse group of real women with different skin types and concerns. Inspired by true-life scenarios, the vignettes feature women who are No7 consumers and non-professional actresses. With “We see you”, the brand focuses the lens on the skincare industry, highlighting the need to prioritise diversity and ensure skincare solutions are truly inclusive.
Richard Bowden, No7 Beauty Company UK Marketing Director, says: “As a brand, we are committed to bringing amazing science to everyone because we believe that expertly designed skincare is for all. Following the success of the original No7 Retinol launch we’re excited to launch the new range extension but also show how as a brand we are listening to our customers, seeing them and recognising what we need to do as a key player in the beauty industry to be more inclusive.”
The new products in the No7 Retinol range are No7 Pure Retinol Night Eye Cream, No7 Pure Retinol Night Cream and No7 Pure Retinol Hand Cream. They are available from September, with prices starting from £14.95