Boots No7 partners with prima ballerina Alessandra Ferri

The health and beauty retailer is rolling out a new brand direction

Walgreens Boots Alliance retailer Boots has announced that its own-brand no7 has partnered with Italian prima ballerina Alessandra Ferri for the global roll-out of its new brand direction.

The brand hopes to become a global destination brand for women and 52-year-old Ferri is said to be “the perfect embodiment” of this business move. Kristof Neirynck, Walgreens Boots Alliance Vice President, Skincare, Global Brands, said: “Every day, all over the world, women use No7 products to get ready. Ready to take centre stage and make a positive impact in their world and tha is now front and centre in our communications. We want to inspire and enable women globally to look and feel at their most beautiful, so that they feel ready to take on life and create a positive impact in their world. Alessandra Ferri is the personification of ready.”

Alongside No7’s global goals, Ferri will also support the launch of a new product, No7 Lift & Luminate Triple Action Serum (£27). She will perform in a 60sec TV advert, which airs on 20 April. Ferri was the youngest Principal dancer at The Royal Ballet, aged just 19.