As we get closer and closer to demystifying and understanding the science of ageing (FYI anti ageing is now considered a dirty word in the industry), could Boots No7 trailblazing Future Renew Serum have unlocked the final piece of the puzzle?
If you haven’t heard of it yet, the latest miracle serum that’s getting the beauty industry excited is Boots No.7 Future Renew Damage Reversal. It costs £35 (a mere snip compared to todays eye watering skincare prices) is the result of 15 years of innovation, and if the queues around the country yesterday are any measure of its potential success, it’s going to be HUGE.
So, what’s the excitement all about? Well, Future Renew contains a super peptide blend that renews your skin cells, and can trick your body into thinking it needs to repair itself. Tests saw the reversal of the appearance of signs of skin damage, including fine lines, wrinkles, lack of luminosity, dryness, uneven skin tone and loss of firmness - with visible results within four weeks.
The day before the official launch the virtual ‘in the know’ queue has 95,000 eager people waiting to get their hands on it.
Peptides are great for the skin anyway, but this new technology – which No7 hopes to get patented and has been 15 years in the making – can’t be found in any other product on the market. Studies have shown peptides aid the skin’s natural repair process and renew over 50 key proteins in skin cells.
‘Skin damage happens throughout our lives and is caused by multiple factors including sun exposure, environmental pollution, stress, sleep, temperature and nutrition,’ said No7’s head of science research Dr Mike Bell.
‘The new peptide blend effectively tricks the skin into thinking that it has been damaged which leads to renewal of key proteins such as collagen and fibrillin.
‘It therefore supports skin’s natural self-repair mechanisms, targeting signs of cumulative damage both on and under the surface.
Boots No.7 fans haven’t been this giddy since the infamous launch of Protect & Perfect in 2007. Featured on the BBC Horizon programme, the Boots website had completely sold out by the following day. Priced at £16.75, it was significantly cheaper than other creams on the market.
This combination of innovation at an attainable price point seem to be the magic formula for Boots, and their loyal customers. Personally, I am more than willing to give it a go.
The proof in the pudding of course is whether customers come back for more. Protect & Perfect remained a Boots best seller for years. For Future Renew? Only time will tell.
