No7 is the latest beauty brand tapping into the business of sleep to expand its reach – remixing a 1990s club classic into a “sleep-inducing melody” for its new product launch.
The Boots-owned skin care brand has partnered with Sleep Scientist Dr Iuliana Hartescu, UK DJ Sara Cox and a producer to remaster Corona’s hit song ‘Rhythm of the Night’ into a relaxation-focused track to “prepare listeners for a night of restorative beauty sleep”.
No7 commissioned the remix to mark the launch of its Future Renew Damage Reversal Night Serum, which claims to reverse the visible signs of skin damage while you sleep.
The product combines the brand’s ‘super peptide’ blend with lindera and increased levels of niacinamide to deliver a formulation that works with skin’s natural cycle of self-repair at night.
It was created after the brand’s scientists discovered that skin has a “rush hour” – where repair peaks between 2am and 4am, highlighting the importance of a good night’s sleep.
Hartescu helped re-master ‘Rhythm of the Night’ for the British beauty brand, making track modifications to help listeners “surrender” to relaxation.
It follows progressive relaxation patterns to mirror the brain waves transitioning from awake to drowsy and then asleep, and introduces soothing instrumentals.
Other adjustments include a slower pace and lowered frequency of the vocals, with ongoing repetitive beats which have a sedative effect on the brain.
It also complements the ideal heart rate for relaxation and sleep, with soft mimics of heartbeats as the track draws to an end.
“The beats, tempo and sound patterns in the track have been aligned with the body’s natural circadian rhythms to help people wind down and be lulled into a restful sleep,” said Hartescu.
The ‘Rhythm of the Night’ remix became part of No7’s latest Future Renew campaign after the brand found that, while many Brits still love a big night out, they also get just as excited about staying in and getting a quality night’s sleep.
More than half (65%) of British women said they prefer a night at home and a good night’s sleep over a night out dancing, discovered No7.
Despite the shift in preference from a ‘night out-out’ to a ‘night in-in’, 38% of women still enjoy music as part of their evening routine, with a further 25% listening to the club classics that they used to get ready to as they wind down.
No7 worked with UK DJ Sara Cox on the sleep-focused remix
"I am so excited to be part of this campaign with No7 to celebrate the beauty of a big night ‘in-in’,” said Cox.
“I used to love partying to club classics like ‘Rhythm of the Night’, and as someone who now also relishes a big night in, it has been great fun partnering on the reimagining of an iconic 1990s club anthem.
“The new track is all about finding a slower, more soothing beat to help wind down, creating a relaxing bedtime routine, and getting our skin ready for a night-time skin repair rush hour.”
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