Boots No7 Lift & Luminate Gets a Makeover

N07 LIFTLUMINATE_CartonTubeWalgreens owned UK based retailer Boots UK has re-invigorated the packaging design of their private brand No7 Lift & Luminate anti-ageing serum for its launch in Boots UK stores. The goal of the redesign by ButterflyCannon is to order to both elevate the overall perception of the product and communicate the new ‘Triple Action’ innovation.

The introduction of an easy to understand, yet sophisticated graphic device in silver foil immediately conveys the triple action concept of three clinically proven anti-ageing results and the advanced science behind the serum. The updated color and satin finish give a more contemporary look and feel and reinforce its premium credentials.

N07- LIFTLUMINATE_CartonTube-2The front of pack communication was re-evaluated and refined in order to improve the navigation and introduce the ‘triple action’ benefits of the serum in a more easily digestible format. The ‘Triple Action’ wording is extended to the sides of the pack where it appears as a repeat pattern in a subtle spot gloss finish, again reinforcing the advanced science behind the newly formulated serum.

The refinements to the communications and material look and feel were also adapted to the primary tube, in order to ensure that the No7 Lift & Luminate TRIPLE ACTION serum continues to project a premium appeal after purchase.



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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.