Boots No7 Awarded Good Housekeeping Seal of Approval

The UK pharmacy-led health and beauty retailer Boots which sells its Private Brand products in the US at Target, Ulta and ShopBootsUSA.com and at Shoppers Drug Mart in Canada was awarded the esteemed Good Housekeeping Seal after evaluation of four Boots No7 Private Brand products by the Good Housekeeping Research Institute. The Boots No7 products that received the Seal include:

Prior to earning the Good Housekeeping Seal, the No7 products won big in Good Housekeeping’s 2010 Anti-Aging Awards, winning in four respective categories, including Best Anti-Aging Serum and Best Instant Wrinkle Smoother.

Stephen J. Lloyd, CEO of Boots Retail U.S.A. believes the Good Housekeeping Seal conveys further credence for Boots, stating, “The No7 brand is the result of in-depth research & development driven by consumer insights on aging.  All products are extensively tested individually and as part of a skincare regime, working closely with a number of dermatology experts and universities to continually make new strides in skincare technology.  Receipt of the Good Housekeeping Seal reinforces the brand’s commitment to developing anti-aging products that are backed by science.”

“We’re pleased to welcome Boots’ No7 brand to the great family of Seal-holding products.  In addition to the products earning the prestigious Good Housekeeping Seal, they were also recognized as Anti-Aging Award Winners,” added Pat Haegele, Senior Vice President and Publisher of Good Housekeeping.  The No7 Protect & Perfect Intense Serum in particular, lauded for its super-intensive formula, received a perfect score for firming in Good Housekeeping’s first-ever Anti-Aging Awards, which tested 90 products in over 3,000 lab tests with more than 800 volunteers.

Backed by science, Boots’ No7 is the number one skincare brand in the UK and available in 15 countries around the world, including the U.S.  Independent testing is a driving force behind the brand’s success in creating effective skincare products, utilizing state-of-the-art testing for wrinkle assessment and a database of 40,000+ consumer volunteers; testers range in age, skin tone and skin type to ensure that Boots No7 products are safe and provide consistent, clinically proven results.

Introduced in 1909, the Good Housekeeping Seal is one of the first and most recognizable consumer emblems; its rigorous clearance standards set the benchmark for product integrity both in the beauty industry and beyond, signifying the product bearing the Seal has been tested and works as promised.  Per the Good Housekeeping Research Institute’s criteria, all products that have earned the Seal carry a two-year limited warranty.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.