Boots No7 calls for more skincare diversity in global campaign

By

Sandra Halliday

Published
Aug 26, 2021

Boots No7, the skincare and make-up brand owned by the UK’s largest beauty retailer, is calling for a more robust approach to diversity in beauty ads saying that non-white skin tones remain under-represented. 

Campaign Live reported that its new global campaign celebrates healthy skin for all after UK research showed 56% of women with non-white skin tones feel excluded by the skincare sector and the products available. And in the US, 63% of the same group feel there are two few skincare products for them.

Agency The Pharm, part of WPP, has created a new campaign called We See you, in which it calls for the industry to take a more active approach to diversity and inclusivity.

The film uses real women to get its message across, each one saying “Now you see me” as they look in the mirror and then “Now you don’t” in relation to beauty advertising.

The marketing chief at No7 Beauty Company, Atilla Cansun, said: "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.”

No7 also said it has increased the diversity of its consumer panel by 121%.