The range will still be based on three products aimed at the 25-plus market, including Day Cream, Night Cream and a night eye cream product.
However, the formulation is where the real changes will occur as more functional ingredients will be incorporated along with the latest anti-aging innovations.
Improving on the anti-oxidant complex
The formulation focuses on No7’s patented anti-oxidant complex, which includes gingko biloba, emblica, liprochraomn and vitamin C – ingredients that combine to target the free radicals that affect skin on a daily basis and impact the ageing process at a cellular level.
Boots says that one of the key ingredients in the reformulated anti-oxidant complex is vitamin C, which has been included to maximise formulation stability, as well as releasing vitamin C into the skin over a prolonged period as a means of fighting free radicals.
Of particular note in the range is the reformulated eye cream, which, according to Boots Skincare scientific advisor ’surpasses even our expectations’ during the extensive testing that was carried out on the new range.
Targeting the under-eye area
“In three separate scientific studies on over 230 real women, dark circles, fine lines, and puffiness around the eyes were noticeably reduced in 12 weeks,” Long said.
He believes that the big boost for the eye cream is the inclusion of a new ingredient, Haloxyl, which has never been used in the No7 range before.
The No7 range has become synonymous with anti-aging worldwide following a BBC Horizon documentary drew attention to the product's efficacy in comparison to a range of other more expensive anti-ageing products.
Building on No7 serum
The programme included a comprehensive scientific study carried out by dermatologists that pointed to the fact that the Boots No7 serum for women was the most effective product at visibly reducing signs of ageing and wrinkles.
Since then the range has been launched worldwide, with phenomenal success, and now includes a range for men, which was launched in January last year.
The seventy year old No7 brand was primarily known as a make-up and perfume brand, but since the anti-aging range has gained in popularity in recent years, it has evolved to become more closely associated with skin care.