Boots Issue 7 Launches Beauty Industry ‘Call for Change’ on Advertising Diversity
No7 highlights the need for diversity in skin care advertising with a new global campaign celebrating healthy skin for all.
The beauty brand found that 56% of UK women whose skin was not white did not feel represented by the skin care industry and the products designed for them. In the United States, 63% of women of color believe that there aren’t enough effective skincare products for them.
With “We see you” from The Pharm, the WPP partnership team dedicated to Alliance of Walgreens boots, the brand focuses on the skin care industry, emphasizing the need to prioritize diversity and ensure that skin care solutions are truly inclusive.
The film, which builds on No7’s global platform “Unstoppable together”, was created by Maisie Willis and Antonio Gizzonio. It shows a diverse group of real women.
They recite the phrase “Now you see me”, looking at themselves in the mirror, before saying “Now you don’t see me”, when looking at generic beauty ads. The artwork aims to show women, who all have different skin types and concerns, seeing themselves as unrepresented by the skin care industry.
“We see you” is also promoting the launch of an extended line of retinol, which is applied by some of the women featured in the campaign. The director was Leonn Ward via Black Dog Films.
Atilla Cansun, Marketing Director, No7 Beauty Company at Walgreens Boots Alliance, said, “We understand the different skin health issues of our diverse audiences. And I hope this new campaign will show our consumers that we are seeing them. the start for No7, as we work to make the beauty and skin care industry more inclusive. “
Russell Weaver, Global Creative Director of The Pharm / VMLY & R, said: “The campaign is a call for change for the entire beauty industry to become inclusive of all skin types. I am very proud of our shared commitment to diversity, inclusion and representation, ensuring that we integrate it into the work we create – from script to casting, to the production team. and beyond.”
No7 also announced that it has increased the diversity of its consumer panel by 121%.