No7, the Walgreens Boots Alliance skincare brand, aims to shine a light on the lack of diversity in the skincare industry and address misconceptions about retinol products in a new global campaign titled “We see you."

The brand worked with the Pharm/VMLY&R, the WPP healthcare-focused partnership, using research insights into how people feel about skin care products and advertising. This found that 56% of U.K. consumers with non-white skin tones do not feel represented by the skincare industry with products that are designed for them, while in the U.S., 63% of women of color feel there aren’t enough effective skincare products for them.

The campaign includes a hero film, running in the U.K. and U.S. It was inspired by true-life scenarios and shows a diverse group of women with different skin types and concerns. Vignettes feature real No7 consumers and non-professional actors expressing how typical skin care ads fail to represent them because of skin color or age. "Now you see me...now you don't," they say, when comparing their own faces with those in mainstream advertising. The spot was directed by Leonn Ward of Black Dog Films.

The work promotes No7's launch of an extended retinol range designed to suit all skin types and tones, addressing misconceptions that retinol shouldn't be used on darker skin tones and highlighting skin issues such as acne, hyperpigmentation and dullness, as well as anti-wrinkle benefits.

"We understand the different skin health concerns that our diverse audiences have," said Atilla Cansun, chief marketing officer, No7 Beauty Company at Walgreens Boots Alliance, in a statement. "And I hope this new campaign will show our consumers that we are seeing them. It is only the beginning for No7, as we work to make the beauty and skincare industry more inclusive."

“The campaign is a call for change to the wider beauty industry to become inclusive of all skin,” added Russell Weaver, global creative director, The Pharm/VMLY&R. “I take great pride in our shared commitment to diversity, inclusion, and representation, ensuring we build it into the work we create - from script to casting, production crew and beyond.”