No7 has entered the longevity beauty conversation with Prime Forever – its first-ever skin preservation collection – and one item from the range has sold every seven seconds* since its launch this month.
The Boots-owned skin care brand’s new five-piece range is described as being designed for the "longevity consumer” – those who are moving from corrective to more preventive care – based on No7 clinical data which revealed that visible ageing accelerates by up to 50% in our 30s.
The collection comprises No7’s new patent-pending, broad spectrum proprietary Antioxidant Peptide Blend to help combat free radicals and reduce oxidative stress.
Plus, No7’s proprietary Super Peptide Blend to target invisible damage beneath the surface of the skin, alongside rice peptides to protect against age-accelerating enzymes.
“As we know that our customers are starting to think about the early signs of skin ageing in their 30s we wanted to create a range to cater to them,” Dr Eleanor Bradley, Science Credentialing Manager at No7 Beauty Company, told Cosmetics Business.
“A consumer science study of more than 22,000 participants revealed that the 30s are a pivotal decade – skin care priorities shift from 'healthy skin' to concerns around early ageing.
“Skin preservation is the act of protecting skin from new and existing damage, before it appears on the skin’s surface.
The Cosmetics Business Innovation Awards aim to recognise breakthroughs across the entire beauty supply chain, from raw materials to logistics. With transparent judging and expert commentary, the programme offers rare insight into what true innovation looks like today. Entries open now!
“Invisible and, ultimately visible, damage is due to three main underlying causes, which are primarily due to long term sun-exposure – direct UV damage to proteins, age-accelerating enzymes and oxidative stress.
“So, by protecting against these, we can help prevent new damage from occurring, as well as targeting existing invisible damage through the use of peptides.
“Before launching this range we did extensive consumer, clinical and scientific research to understand the
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.