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Our next generation serums have arrived!

12 May 2014
Feature Brand
After seven years of research, reformulation and further extensive scientific testing, Boots UK is launching new No7 Protect & Perfect ADVANCED Serums. Remember the storm of interest in 2007 when Boots revealed that its original No7 Protect & Perfect Serum had anti-ageing effects equivalent to a gold-standard, prescription only treatment? Now, new and more powerful formulas, with even greater anti-wrinkle benefits, are about to hit the Boots store shelves to help women look and feel their best.  
No7 Protect & Perfect ADVANCED Serum, for improving the first signs of ageing that usually starts to appear between 25 and 35 years old.

No7 Protect & Perfect Intense ADVANCED Serum, for improving the appearance of deep lines and wrinkles typically experienced by women aged 35+.

Fuller details on all aspects of the new products and the clinical and consumer trials can be found on

 Now even more powerful: The scientists at No7 have reformulated the proven anti-ageing classic serums for greater anti-ageing power with a new blend of key ingredients carefully chosen for their ability to help repair and protect the skin.
  • More powerful repair: with a peptide complex that includes greater quantities of Matrixyl 3000, the star ingredient which drives repair of fibrillin, a structural protein in the skin combined with a new peptide. The concentration of peptides in the No7 Protect & Perfect Intense ADVANCED Serums have  now been significantly increased compared to the original serums
  • More powerful protection: with a patented antioxidant complex to help protect skin from unstable free radical molecules combined with inhibitors of enzymes that cause break down of structural proteins in ageing skin
To demonstrate how effective the new No7 Protect & Perfect ADVANCED Serums are, the scientists at No7 undertook their most extensive and comprehensive testing programme ever, involving more than 2,600 volunteers, 22 separate studies, including both consumer and clinical trials.
Dr Mike Bell, Skincare Scientific Advisor, Boots UK, comments: “This has been the most rigorous and complex product development phase that we have ever undertaken. The identification of effective anti-ageing solutions has to come from an in-depth understanding of the biology of the ageing process.”
In clinical trials, the new serums were put to the ultimate test - not against a placebo, but against the original, well-proven No7 Protect & Perfect Serums and as a result, the new No7 Protect & Perfect ADVANCED Serums are clinically proven to be even more effective at reducing the appearance of lines and wrinkles.
In consumer trials, designed to show how well the products work in real life, hundreds of women tested our serums. An impressive 80% of them saw their best anti-ageing results ever*. More than eight out of 10 women in the user trials preferred the new No7 Protect & Perfect ADVANCED Serums to their current regime.
                    “This is amazing - it sinks in so quickly but works miracles on my skin.” Linda,
                     Harpenden, a No7 serum user trialling No7 Protect & Perfect ADVANCED Serum

                   “Fabulous product, I noticed a difference and more importantly, others did.” Helen,
                    Stafford, a non serum user trialling No7 Protect & Perfect Intense ADVANCED Serum

Dr Mike Bell concludes: “Now we can say that No7 Protect & Perfect ADVANCED Serums are clinically proven to be even more effective. These are the best anti-ageing results we’ve ever seen. Our best just got better.”
No7 Protect & Perfect ADVANCED Serum (£23.95 for 30ml) and No7 Protect & Perfect Intense ADVANCED Serum (£24.95 for 30ml) are exclusively available at Boots stores across the UK and on from Wednesday 14 May 2014.
For further information, samples, images, expert interviews please call the Boots No7 Media Centre team on 020 7025 6677 or email




Notes to editors:

*Consumer testing of No7 Protect & Perfect Advanced Serums on 373 existing No7 users”
No7 is the UK’s leading skincare brand, available exclusively at Boots. The ambition of No7’s brand campaign is to allow women to tell their story through their own voice, and encourage other women to experience it too. It is a real celebration of British beauty, inspiring women to experience their ‘Ta Dah!’ moment. With no air-brushing or re-touching, the campaign shows the range of positive looks and emotions women can experience.
The No7 team continues to invest in groundbreaking research and development and our international team are responding to the ever changing needs of its millions of customers every day. From No7’s range of clinically proven anti-ageing serums, to the breakthrough No7 Match Made Service, No7 customers believe in the power of our products as much as we do.

About Boots UK

Boots UK is the leading pharmacy-led health and beauty retailer in the UK, with close to 2,500 Boots UK stores and around 60,000 employees. Boots UK’s purpose is to help customers look and feel better than they ever thought possible. Customers are at the heart of our business which is committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare, offer innovative products 'only at Boots' such as the UK’s leading skincare brand No7, all delivered with the great value our customers love. Created over 160 years ago, the Boots brand is still at the heart of the communities it serves. Boots UK is a member of Alliance Boots, a leading international, pharmacy-led health and beauty group delivering a range of products and services to customers. Working in close partnership with manufacturers and pharmacists, Alliance Boots is committed to improving health in the local communities it serves and helping its customers and patients to look and feel their best. Its focus is on growing its two core businesses: pharmacy-led health and beauty retailing and pharmaceutical wholesaling and distribution. Alliance Boots has a presence in more than 25* countries and employs over 108,000* people. Alliance Boots has pharmacy-led health and beauty retail businesses in nine* countries and operates more than 3,100* health and beauty retail stores, of which just over 3,000* have a pharmacy.
* Figures are approximations as at 31 March 2013 and include associates and joint ventures.


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023