Boots unveils No7 campaign featuring real women

Boots has launched a new phase of its Ta Dah! campaign, featuring real women aged between 25 and 55 using the brand’s No7 make-up range.

A TV ad for the campaign, created by Mother, launched yesterday, Friday 9 August; and is set to run through the month. TV will be supported by print and digital advertising alongside a fully integrated PR and digital campaign.

Elizabeth Fagan, marketing director for Boots UK, said: “No7 is a British brand drawing on over 70 years of experience in cosmetics and today sees the start of a celebration of colour. Our ambition is to represent real women showing how they feel when they try out a new look, be it a slick of lipstick or a sweep of blusher, we want to encourage women to release their inner Ta Dah!

“At No7 we’re proud that our customers trust us to listen to them and to continue to provide them with products that make them look and feel their best. Our hope is that they will be as excited about this campaign as we are.”

The campaign looks to promote the positive emotions women feel when trying on make-up.

Will Nicholls, business director at Mother, said: “Our approach with this campaign was very participatory. We used street-casting to invite a whole host of real women of all ages and from every walk of life, to take part. We used portrait photographer James Mollison to capture women’s raw and very real emotions once they had experienced a new look. The backdrops were handmade using silk and actual No7 makeup products to ensure the portraits were really brought to life through colour.”

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