Boots has sold over 7.8 million Protect & Perfect serums since March last year, when a BBC Horizon documentary suggested it was more effective than many other more expensive anti-ageing products. International plans The Protect & Perfect range is currently available in the UK, Ireland and Norway but plans are underfoot to build on its success and take the products further afield. "It will be available in Thailand and the Gulf from April 2008 and the US from September 2008," Boots spokesperson Nicole Leftwick told CosmeticsDesign.com. The international plans for the No7 Protect & Perfect range are still being finalised and the details are expected to be released in the coming weeks. Meanwhile Boots has already been working hard to take advantage of the success and positive brand image of the anti-ageing line. Domestic strategy The UK-based pharmacy has successfully launched the No7 brand on the Norwegian market and extended the line in the UK. Alongside the original Protect & Perfect serum Boots has added a day cream moisturiser with SPF 15, a night cream, an eye cream and a body moisturiser. Last month Boots also rolled out a Protect & Perfect range for men in an attempt to exploit the growing popularity of male anti-ageing products. The product releases have been supported by television adverts broadcast last month featuring the TV star of the BBC series Ashes to Ashes, Keeley Hawes, as the face of Protect & Perfect.