“The launch of No7 Laboratories Line Correcting Serum – a public relations and marketing stroke of genius – has been the biggest hype since, well, Boots’ last publicity coup 11 years ago when its Protect & Perfect range hit the shelves”
PR strategy and Creative for the launch of No7 Laboratories Line Correcting Booster Serum. This was the first offering in No7 Laboratories clinical-strength skincare line-up. Leveraging the insight that people want the benefits of Botox but are averse to invasive procedures and corresponding “frozen face” effect, the PR proposition “Better than Botox” was developed. Independent research and insights into this phenomenom were then delivered to media in advance of the launch date at a live-streamed, curated panel event featuring a mix of celebrity and beauty industry experts, supported by influencer partnerships to drive social buzz. Additional beauty media and influencers were also invited to trial the product through personalised skincare “prescriptions”. Over a period of three days, a waiting list was created which was used to drive further hype, resulting in 107M+ OTS and sell out in many stores.
“The most intelligently created and curated panel I’ve ever seen in my thirty years in the beauty industry”
