Ogilvy and VML: Boots No 7’s Future Renew

Boot No.7 Future Renew products displayed on glass tubing on a turquoise background

Ogilvy and VML: Boots No7’s Future Renew

Launching the world’s first ‘super peptide’ skincare line

In a world where every beauty brand proclaims to have discovered the latest game changer, No7 needed to convince people that the science behind No7 Future Renew really was a once in a generation skincare breakthrough.

After 15 years of research and development by the No7 science team and University of Manchester, No7 was ready to launch its new Future Renew skincare line, containing a world-first ‘super peptide’ blend. A genuine breakthrough in cosmetic science, the new peptide technology was proven to reverse skin damage.

No7’s science-first strategy and forensic approach to storytelling meant Ogilvy and VML were able to create a multitude of angles that appealed to diverse sections of the media, from beauty, health and science editors, to news and lifestyle media.

Ogilvy and VML secured an exclusive article on the peptide discovery in New Scientist magazine and worked closely with leading editors to break the embargo and land a four-page dedicated feature in the Mail on Sunday’s YOU magazine, revealing the brand new range.

No.7 Future Renew products displayed on a grey background
No.7 Future Renew products displayed on a grey background
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This set the agenda for a week of rolling coverage across national, beauty and lifestyle media. To flood social media feeds, the agencies partnered with 18 expert beauty, and lifestyle influencers to create content communicating No7’s world-first science message.

On launch day itself, No7 hosted an event at London’s Science Museum, the star-studded event saw the attendance of 163 media and influencers, delivering 633 social posts, reaching 15.2m people.

No7 Future Renew dominated headlines and influencer channels, breaking records to become the brand’s fastest selling product range since records began. The pre-launch press coverage built such anticipation that one product sold every two seconds, and demand was so high the Boots website temporarily crashed.