Where is the first place beauty junkies head to when they arrive in the UK? Boots, of course. The pharmacy and beauty retailer is known for having oodles of products that you can’t always get stateside. Luckily, you can get the latest offering from their brand, No7, without boarding a plane. But racking up those miles might be worth it for the new No7 Lift & Luminate TRIPLE ACTION Serum.
You see, No7 has a thing with serums. The line was created in 1935 by Florence Boot with the slogan “the modern way to loveliness,” and that’s still applicable. No7 essentially started the serum craze in 2007 with Protect & Perfect when a clinical study from the University of Manchester showed how incredibly potent it was as an anti-ager. When it was showcased in a BBC documentary program, Boots went from selling 1,000 bottles a week to 20,000 in two hours. After the episode aired, 21 weeks of stock was sold out in a weekend and the serum had to be rationed in stores. “It said to us is, what consumers are looking for is independent proof that this is the product that really works,” says No7 Chief Scientific Skincare Advisor Dr. Mike Bell. “We deliver clinical proof that is groundbreaking, which drives the industry to higher levels of quality in terms of how they rate their performance.” The UK has incredibly strict rules and standards about making claims, and their findings were published in the British Journal of Dermatology in 2007.
No7 Lift & Luminate TRIPLE ACTION Serum is even more effective than the original, proven by clinical trials by the University of Manchester and Johns Hopkins University. It’s the UK’s first serum proven to reduce lines over time. It targets the three main signs of aging—wrinkles, firmness and pigmentation—through its active ingredients and impressive delivery system. There’s hibiscus extract, which is packed with peptides and amino acids to support collagen production; hyaluronic acid for firmness; a new lightening complex with Indian gooseberry, Vitamin C and gluconolatone to even skin tone and fade pigmentation; and Matrixyl 3000 PLUSTM, No7’s breakthrough peptide technology that boosts elasticity.
But before you twist off that lid, it’s crucial to understand the best way to use serums to maximize their benefits. “A lot of people get confused over what a serum is versus what a moisturizer is,” Dr. Bell says. “Serum needs to be applied first, closest to the skin. As a delivery system we need those active ingredients to go in as efficiently as possible.” That means you should cleanse your skin first, pat dry, and then apply your serum. It only takes one or two minutes before it absorbs, and then you can slather on a UV protection day cream over it. At night, follow the same steps but apply an evening moisturizer instead. A pea-sized amount is enough to go all over your face, since a little goes a long way. “Using it as part of a skincare regiment will deliver the best anti-aging results,” Dr. Bell says. “Serums are not multi-functional—they don’t offer UV protection and they’re not efficient moisturizers either.” Expect to see results within four to six weeks, while the true anti-aging benefits take place over time.
To celebrate the launch of No7 Lift & Luminate TRIPLE ACTION Serum, Alessandra Ferri is the face of their campaign. At age 19, Ferri became the youngest principal dancer at the Royal Ballet and returned at 52. “Age is irrelevant,” Ferri has said. “What matters is your energy inside. I used to compare myself to my younger self but now I don’t. I don’t compete. I live in the present. I’m proud of what I’ve done and who I was when I was younger, but I’m also proud of what I’m doing now and who I am now and want to look the best I can today. If you’re feeling full of energy and life you want your skin to reflect that. I love that No7 recognizes and celebrates this.” After all, that’s what anti-aging is truly about.