Building on its global platform ‘unstoppable together,’ No7 doubles down on its inclusivity and representation commitments with ‘We see you’, a new global campaign created by The Pharm, the WPP partnership team dedicated to WBA.
No7 found 56% of the UK with non-white skin tones1 do not feel represented by the skincare industry with products that are designed for them, and in the US, 63% of women of colour2 feel there aren’t enough effective skincare products for them.
With ‘We see you’, the brand focuses the lens on the skincare industry, highlighting the need to prioritise diversity and ensure skincare solutions are truly inclusive.
The film shows a diverse group of real women with different skin types and concerns. Inspired by true-life scenarios, the vignettes feature women who are No7 consumers and nonprofessional actresses.
'We see you' also celebrates the launch of an extended Retinol range expertly designed as the best healthy skin ally for all skin types and tones.
“We understand the different skin health concerns that our diverse audiences have. And I hope this new campaign will show our consumers that we are seeing them. It is only the beginning for No7, as we work to make the beauty and skincare industry more inclusive,” said Atilla Cansun, chief marketing officer, No7 Beauty Company at Walgreens Boots Alliance.
“We’re on a journey to create skincare solutions for everyone. And it starts with democratising the most powerful skincare ingredient - retinol - and creating a flexible, inclusive regime for all skin types, colours, ages and genders. A key part of the development of the new campaign was to showcase this inclusivity,” said Munnawar Chishty global vice president and category director beauty.
“The campaign is a call for change to the wider beauty industry to become inclusive of all skin,” added Russell Weaver, global creative director, The Pharm/VMLY&R. “I take great pride in our shared commitment to diversity, inclusion, and representation, ensuring we build it into the work we create - from script to casting, production crew and beyond.”
Leonn Ward, who directed the film, is known for putting individual style and character at the heart of the story.
No7 has also announced that it has increased the diversity of its consumer panel by 121% and educated its 1,600 Beauty Advisors with a CIBTAC accredited ‘Uniqueness of Skin’ module as part of its industry-leading training programme, Skin School.