The Boots No 7 Protect & Perfect Intense day cream with SPF 15 is now also formulated with five star UVA protection, a move the company claims will help to give added protection against casual and indirect exposure to the sun’s rays.
It is believed to be the first ever cosmetic product launched as combining moisturizer and anti-ageing properties with five star UVA protection.
Growing body of evidence over UVA protection
The company says the reformulation has taken place following a growing body of scientific evidence to suggest that UVA rays have far more impact than originally thought.
Indeed, studies that have been sponsored by Boots are said to have proven that UVA rays can have a significant affect on the skin even through regular glass, which can ultimately damage the skin and lead to premature ageing.
According to Boots, 90 per cent of skin ageing is caused by daily exposure to UV rays, and of that exposure, and estimated 95 per cent of the UV rays are actually UVA.
UVA exposure happens when least expected
The Boots studies underline the fact the potentially damaging UVA exposure can happen when least expected – whether it be an overcast Autumn day, or sitting in a conservatory, under the belief that glass will provide adequate protection from the sun.
One of the studies, conducted by a team of scientists from the University College, in Besancon, France, found that drivers who clocked up significant mileage in sunny conditions demonstrated significantly higher levels of photoageing on the side of the face exposed to the vehicle's side window.
Another study carried out at the School of Health and Medicine, Lancaster University, UK, found that low dose UVA exposure of the type found in Spring or Autumn, can cause up to a 50-fold increase in the expression of certain genes associated in the photoageing process.
Boots No7 range goes from strength to strength
The Boots No 7 Protect and Perfect range has gone from strength to strength following a BBC television documentary that was broadcast in 2007 that underscored its efficacy in fighting wrinkles.
No7 Protect & Perfect serum became a worldwide hit after evidence in the TV programme 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. The subsequent success has led to two product reformulations and the launch of a No 7 anti-ageing line for men.