56% of the UK population with non-white skin tones do not feel represented by the skincare industry, while in the US 63% of women of color feel there aren’t enough effective skincare products for them.
Determined to ensure more women are represented, No7 has showcased ‘We See You’ created by The Pharm, a dedicated WPP agency for Walgreens Boots Alliance. Building on its global platform Unstoppable Together, the campaign is a call for change to the wider beauty industry to become more inclusive of all skin.
Highlighting the need to ensure skincare solutions are inclusive, the film shows a diverse group of real women with different skin types and concerns. Inspired by true-life scenarios, the vignettes star real women who use No7.
“We understand the different skin health concerns that our diverse audiences have. And I hope this new campaign will show our consumers that we are seeing them. It is only the beginning for No7, as we work to make the beauty and skincare industry more inclusive,” said Atilla Cansun, chief marketing officer, No7 Beauty Company at Walgreens Boots Alliance.
Beyond the film, No7 has pledged to increase the diversity of its consumer panel by 121% and to educate its 1,600 Beauty Advisors with a CIBTAC-accredited ‘Uniqueness of Skin’ module as part of its industry-leading training program Skin School.
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