Video : Celebrating British beauty, No7’s new campaign uses real women to show how great make-up can make them feel

The UK’s most trusted beauty brand[1] launches striking new cosmetics campaign

Today sees the launch of a new colour cosmetics campaign from No7. Using bold and vibrant colours from its vast collection of cosmetics, the campaign is a real celebration of British beauty, inspiring women to experience their Ta Dah! moment.

As the next phase of the Award-winning Ta Dah! campaign, which launched in 2011 with a non-airbrushing stance and age-appropriate models, No7 has created a powerful new campaign featuring real women selected via street casting The ambition is to allow women to discover a new look with make-up and to tell their story, through their own voice and encourage other women to experience it too. No7 chose to use real women exclusively and staying true to No7’s non-airbrushing policy, did not retouch any of the images.  No7 is the only British beauty brand with this policy.

Aged between 25 and 55, the women featuring in the campaign have been street cast from all walks of life, including a charity worker and a nurse and they all have just one thing in common, the positive emotions they experience when trying No7 make-up.  The result is a series of powerful images representing the genuine feelings of real women.

The new campaign hits TV screens for the first time with a 30 second slot on Friday 9 August at 7.28pm on ITV during before Emmerdale.  The 30 second ad will then been seen throughout August.  TV will be supported by print and digital advertising alongside a fully integrated PR and digital campaign.

Will Nicholls, Business Director at Mother explains, “Our approach with this campaign was very participatory. We used street-casting to invite a whole host of real women of all ages and from every walk of life, to take part. We used portrait photographer James Mollison to capture women’s raw and very real emotions once they had experienced a new look. The backdrops were handmade using silk and actual No7 makeup products to ensure the portraits were really brought to life through colour.”

Elizabeth Fagan, Marketing Director, Boots UK, “No7 is a British brand drawing on over 70 years of experience in cosmetics and today sees the start of a celebration of colour. Our ambition is to represent real women showing how they feel when they try out a new look, be it a slick of lipstick or a sweep of blusher, we want to encourage women to release their inner Ta Dah!

At No7 we’re proud that our customers trust us to listen to them and to continue to provide them with products that make them look and feel their best. Our hope is that they will be as excited about this campaign as we are.”

The campaign will also go live on www.boots.com/No7Inspiration on Wednesday 7 August, where customers will be able to share how No7 make-up has made them feel. www.boots.com/No7 #No7TaDah

For information, new campaign visuals and interviews with the No7 real women please visit the Boots Press Centre: http://presscentre.boots-uk.com

Spokespeople include Elizabeth Fagan (Marketing Director, Boots UK), and Will Nicholls (Mother, London).

For additional information, please contact the Boots UK press office: 020 7025 6677 or bootsno7team@redconsultancy.com