Breaking News on Cosmetics Formulation & Packaging in EuropeUS editionAPAC edition

Headlines > Market Trends

Boots launches full anti-aging line after TV success

By Guy Montague-Jones , 29-Feb-2008

Boots has developed a full Protect & Perfect range following the success of its anti-ageing serum, which received high praise in a UK television documentary.

Television success

 

 

No7 Protect & Perfect serum became a worldwide hit after BBC Horizon suggested it was more effective than many other more expensive anti-ageing products.

 

 

 

The documentary featured a comprehensive scientific study by dermatologists and it proved far more successful than most marketing campaigns.

 

 

 

Sales of the product increased by nearly 2000 per cent the day after the programme was aired and Boots struggled to keep up with demand in Europe and the US.

 

 

 

Expanded range

 

 

Boots is now looking to build on the success of its famous anti-ageing product by creating a full Protect & Perfect range under the same No7 brand.

 

 

 

The line includes a day cream moisturiser with SPF 15, a night cream, an eye cream and a body moisturiser.

 

 

 

The original anti-ageing serum has been updated with added active ingredients designed to fight against the appearance of wrinkles and fine lines.

 

 

 

Antioxidants are at the heart of the formulations and each of the products contain lipo-peptides and white lupin extract.

 

 

 

Male anti-ageing

 

 

Boots is looking to take full advantage of the success and positive brand image of No7 Protect & Perfect.

 

 

 

Last month the UK-based company reformulated the Protect & Perfect anti-ageing serum to launch a new range for men in an attempt to exploit the growing popularity of male anti-ageing products.

 

 

 

Boots said when reformulating the product it had to take into consideration the fact that men's skin contains higher levels of collagen that depletes at a slower rate and that men's skin is oilier.