Walgreens-owned Boots has introduced a redesign No7 Lift & Luminate private brand line, following the successful launch of the redesigned anti-ageing serum in 2016 by agency Butterfly Canon. The portfolio takes lead from the hero serum product, extending the same graphic approach to elevate the perception of the range and clearly communicate the new ‘Triple Action’ benefit. A refresh and uplift to the core brand color contemporize the range, and the satin finish helps to convey the products’ luxury credentials. An iconic graphic device unifies the Lift & Luminate portfolio; recognizable to consumers from the serum launch, the device conveys the science behind the products and the three interconnected droplets represent the triple action concept, the three clinically proven anti-ageing benefits; visibly reduced wrinkles, firmer feeling skin and a more even skin tone in just two weeks.

The rejuvenated brand aesthetic has also been rolled out on the latest addition to No7’s anti-ageing skincare portfolio; No7 Restore & Renew Face and Neck Multi Action Serum, which has just launched in stores across the UK. To communicate the complimentary nature of the two lines, the droplet icon created for Lift & Luminate is also featured, integrating a subtle profile silhouette to highlight the clinically proven benefits to the face and neck area.

Lara Purcell, Global Brand Director for No7 comments, “The launch of the redesigned Lift & Luminate Triple Action Serum was a great success for the No7 brand, and it was a pleasure to work with ButterflyCannon again to bring the new approach to our Restore & Renew franchise.” Like the legendary Protect & Perfect serum, the Restore & Renew Face and Neck Multi Action Serum is expected to sell out quickly – when it went on sale last week there were already 10,000 people on the waiting list!



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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.