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Eight Women. Four Weeks. No Mirrors.

13 May 2014
News Beauty
Yesterday saw the launch of a new advertising campaign from No7 called “Four Weeks. No Mirrors.”  A bold demonstration, using real women and real reactions, of how effective No7’s newest anti-ageing breakthrough is.


After seven years of research and further extensive scientific testing, the experts at No7 have reformulated the proven cult beauty classic, No7 Protect & Perfect Serums, with a combination of new ingredients for greater and more effective anti-ageing results.


To demonstrate how effective the new No7 Protect & Perfect ADVANCED Serums are, the experts at No7 not only undertook their most extensive and comprehensive testing programme ever, but also recruited a group of eight women who trialled the No7 Protect & Perfect ADVANCED (for women aged 25-35 years old) and No7 Protect & Perfect Intense ADVANCED Serums (for women aged 35 – 45 years old) for four weeks.  Aged between 30 and 42, the women featuring in the campaign are from different walks of life and all have different approaches to skincare.  They do however have one thing in common: all of them share a concern for their skin which is beginning to show giveaway signs of ageing, and all of them want to do something about it.
During this four week trial all mirrors were removed from their lives; from the mirrors in their homes, to the bathrooms and even a trip to the hairdressers…not a mirror remained uncovered. With the help of a personal chaperone to do their hair and makeup and drive them where they needed to go (not even a peek in a rear view mirror was allowed) for four weeks every opportunity to see their reflections was taken away whilst they trialled No7 Protect & Perfect ADVANCED Serums

Elizabeth Fagan, Marketing Director, Health & Beauty International and Brands, Alliance Boots comments; “The launch of the new No7 Protect & Perfect ADVANCED Serums is our most exciting and ambitious yet. Our clinical trials have proven just how effective the new serums are and we knew we needed to take a bold approach to our advertising to reflect not only do our products work but how they make women feel. Asking women to trial No7 Protect & perfect ADVANCED Serums and share their honest reaction about the results after just four weeks was the ultimate test and we are delighted with just how great it made them feel.  Our hope is that all of our customers will be as excited about the launch of No7 Protect & Perfect Serums as we are. “
The new 60 second advert follows their journey and shows the moment the women saw their reflection for the first time. With breath-taking results the new ‘Four Weeks. No Mirrors’ advertising campaign shows a deep understanding of women and the knowledge that it is not just what the products do that matters, but how they make woman feel.


Jolene, 32 from Gloucestershire and one of the real women who stars in the advert added: “Taking part in this campaign has been an incredible experience. Not only have I found a product that has made my skin look and feel fantastic, but being part of such a large scale production was amazing.  After four weeks of not being able to look in the mirror I never thought I’d be so excited about seeing my own reflection – the results were just breath-taking!”
The new campaign hit the TV screens for the first time with a 60 second slot on 13 May on ITV during the Ten o’clock News.  A 60 second and a 40 second ad will then been seen throughout May.  TV will be supported by print and digital advertising alongside a fully integrated PR and digital campaign.
Chaka Sobhani, Creative Director at Mother “Eight women. Four weeks. No mirrors. There are no tricks. There are no gimmicks. The team at No7 wanted to create the most genuine and authentic experience to launch new No7 Protect & Perfect ADVANCED Serums. These are real women and we wanted their emotions to speak for themselves.
This was an epic production and no stone was left unturned - we followed them over 28 days – we were with them from start to finish. So the surprise, delight and raw elation they show at the end of the ad – that's as real as it gets.”
Layla Smith, Managing Director at John Stanley Productions added “It's been a fascinating challenge for us to utilise our TV production expertise in such a unique way to capture the experience of these real women.  Working with Mother and No7 we've created an authentic film which we hope will have a positive impact on the advertising campaign.  For us the real test was editing 60 compelling seconds from footage that could have created a whole documentary”. 
For more information, new campaign visuals and interviews with the No7 real women please visit the No7 Protect & Perfect ADVANCED media hub at


For additional information, please contact the Boots UK press office: 020 7025 6677




Notes to editors:

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 ground-breaking 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.



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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and around 1,900 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 31 May 2024