Shoppers flocked to buy No7’s cult fave ‘Protect and Perfect’. Now, the high street beauty brand is back with a new range that plays a literal mind game on consumers.
The new skincare range, Future Renew, works by tricking the brain into thinking the skin is damaged and in need of repair.
The world-first formula contains a ‘super peptide,’ designed to kickstart a healing process that helps reduce the signs of wrinkles and hyperpigmentation, as well as other natural skin conditions that come with ageing.
Peptides are great for the skin anyway, but this new technology – which No7 hopes to get patented and has been 15 years in the making – can’t be found in any other product on the market.
Studies have shown peptides aid the skin’s natural repair process and renew over 50 key proteins in skin cells.
‘Skin damage happens throughout our lives and is caused by multiple factors including sun exposure, environmental pollution, stress, sleep, temperature and nutrition,’ said No7’s head of science research Dr Mike Bell.
‘The new peptide blend effectively tricks the skin into thinking that it has been damaged which leads to renewal of key proteins such as collagen and fibrillin.
‘It therefore supports skin’s natural self-repair mechanisms, targeting signs of cumulative damage both on and under the surface.
‘This is a world-first technology only available from No7. We believe it is going to be a game-changer for consumers.’
The Future Renew range includes products priced between £24.95 to £42.95 at Boots, which will hit the shelves from April 12.
The brand said products have been researched using ‘scientific methods and approaches that are more akin to medical research and rarely seen in cosmetic product development’, which is why this launch is even more special.
So far, 37 studies have been done on 4,200 people, and 51% of those involved in testing had skin of colour. This makes it the brand’s most extensive and diverse testing programme yet.
No7 hopes this new blend will challenge the place of retinol in the market, which has always been seen as the OG anti-ageing ingredient.
What this ‘super peptide’ has over retinol, is that that it won’t cause skin sensitivity and redness – instead, this is highly tolerated by many skin types.
The collection includes a serum, eye cream, day cream and night cream.
The serum is the hero product, designed to help reduce fine lines, wrinkles, lack of luminosity, dryness, uneven skin tone and loss of firmness in just four weeks.
The majority (97%) of women in the clinical study had improvements in the appearance of multiple visible signs of skin damage.
Dr Emma Wedgeworth, consultant dermatologist, has called the new range ‘a breakthrough’.
The No7 Future Renew range will be available nationwide at Boots stores, Boots.com and no7beauty.co.uk from 12th April 2023.
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