Boots' No7 sharpens its message as fencer Monica Aksamit shares her confidence mantra

No7 has tapped Olympic fencer Monica Aksamit for a new campaign promoting the power of cosmetics, with the brand focusing on how make-up makes her feel, rather than look.

The ad campaign is elevated beyond the run-of-the-mill aesthetic enhancement angle to display how confidence can benefit the world's top athletes.

Footage of Aksamit's duel is interspersed with her pre-duel preparation which includes putting on her make-up despite her face being covered by a fencing mask.

Kristof Neirynck, vice president and global category director of skincare, global brands at Walgreens Boots Alliance, said: “At No7 we understand the importance cosmetics play in the lives of women. It’s far from vacuous or superficial. Instead it’s an important part of helping women feel their best self, feeling ready. Monica is the perfect choice for this campaign as she is a woman who truly believes in the transformative power of make-up and the confidence it can give.

"This is a first for us, making a beauty advert that doesn’t show the face of the star, but for No7 it is more important to champion the true role of make-up in women’s lives – the internal power and the energy that women have when they feel in control of their own beauty.”

The campaign airs today (1 September).

No. 7: Ready For Anything by Mother

Added 01 September 2017
Agency: Mother
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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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