No7 highlights lack of skincare diversity in global campaign

The Walgreens Boots Alliance Brand is also addressing misconceptions about retinol products

Published On
Aug 25, 2021

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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 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.”


Aug 25, 2021
Client :
Agency :
The Pharm@WPP
Creative Director :
Russell Weaver
Creative :
Maisie Willis
Creative :
Antonio Gizzonio
Team Lead :
Amanda Farmer
Account Manager :
Lily Turner
Strategy Director :
Kyle Boots
Project Director :
Sarah Ioannou
Project Manager :
Laura Bennet
Producer :
Sally Miller
Assistant Producer :
Ancika Mester
Production Company :
Black Dog Films
Director :
Leonn Ward
Director of Photography :
Harry Wheeler
Producer :
Holly Wolfers
Editing House :
Trim Editing
Editing House :
Hogarth Sea Containers
Editor :
Laura Cairney-Keize
Editor :
Michael Owusu
Post Production Company :
Hogarth Sea Containers
Producer :
Jack Simpson
Colorist :
Ben Rogers
Audio Engineer :
Russell Bradley
Music Company :
Dolce Music Ltd

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