Lockdown Lines

2020 aged us all, but No7’s core audience of women aged 45+ who balance careers and children were disproportionately impacted. During lockdown, our customers noticed new “lockdown lines” but no one was talking about these signs of ageing.

While our competitors were trying to sell youth, we saw an opportunity to create a safe space for control.  Acknowledging the real causes of wrinkles allowed us to shift the self-care conversation.

The gamble paid off: the “lockdown lines” campaign generated an 805% sales lift by highlighting women helping other women. No7’s Line Correcting Booster Serum became, and remained, the top selling product in revenue, profit, and volume on Boots.com. And 40% of these customers were entirely new to Boots. Making No7 Laboratories profitable for the first time in 2 years.

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