No7 : Cosmetics Portfolio Relaunch

foundation that helps you be the real you

CONTEXT: No7, the UK-based leader in accessible & scientifically-backed skincare, has had a cosmetics line for over 85 years that urgently needed a refresh. So we set out to use the relaunch of their most age-defying foundation (Restore & Renew) as the hero for a repositioning of the No7 cosmetics portfolio.

CHALLENGE: With the rapid category expansion seemingly driven by quantity over quality and no shortage of celebrity endorsed (or founded) lines, No7’s cosmetics portfolio backed by rigorous skin science had been forgotten.

INSIGHT: We use makeup not to conceal ourselves but to reveal who we are and who we want to be so that we can take on the world in confidence and stride.

CREATIVE IDEA: With our new cosmetics tag: “Designed by Science. Defined by you.” we set out to launch the Restore & Renew foundation line, celebrating the individual and their positive relationship with makeup - because all stories start with a good foundation. This campaign ran across OLV, Social and Print and featured real women, sharing their authentic stories and relationship with their skin & cosmetics.

Our face tells the world who we want to be. Where we’ve been, where we are going. Our new foundation allows you to feel like yourself. It looks after your skin and enhances your look but it doesn’t cover the real you. It celebrates your individuality and allows you to live your life. No7 Restore & Renew Serum Foundation enhances your true beauty by giving you the foundation of you. Formulated with skin-mimicking ingredients so you can feel like yourself and tell the world who you are, on your terms.