Boots Introducingthe new No7 Protect & Perfect ADVANCED Serums,

4138Dubai, 20th October, 2014 - After seven years of research, reformulation and further extensive scientific testing, Bootsis launching the new No7 Protect & Perfect ADVANCED Serums. Remember the storm of interest in 2007 when Boots revealed that its original No7 Protect & Perfect Serumhad anti-ageing effects equivalent to a gold-standard, prescription only treatment? Now, new and more powerful formulas,with even greater anti-wrinkle benefits, are about to hit the Boots store shelves to help women look and feel their best.

No7 Protect & Perfect ADVANCED Serum, for improving the first signs of ageing that usually start to appear between ages 25 and 35.

No7 Protect & Perfect Intense ADVANCED Serum, for improving the appearance of deep lines and wrinkles typically experienced by women aged 35+.

Now even more powerful:The scientists at No7 havereformulatedthe proven anti-ageing classic serums for greater anti-ageing power with anew blend of key ingredients carefully chosen for their ability to help repair and protect the skin.

More powerful repairwith a peptide complex that includes greater quantities of Matrixyl 3000, the star ingredient which drives repair of fibrillin, a structural protein in the skin combined with a new peptide. The concentration of peptides in the No7 Protect & Perfect Intense ADVANCED Serumshavenow been significantly increased compared to the originalserums.

More powerful protection with a patented antioxidant complex to help protect skin from unstable free radical molecules combined with inhibitors of enzymes that cause break down of structural proteins in ageing skin.

To demonstrate how effective the new No7 Protect & Perfect ADVANCED Serums are,the scientists at No7 undertook their most extensive and comprehensive testing programme ever, involving more than 2,600 volunteers, 22 separate studies, including both consumer and clinical trials.

Dr Mike Bell, Boots Skincare Scientific Advisor, comments: “This has been the most rigorous and complex product development phase that we have ever undertaken.The identification of effective anti-ageing solutions has to come from an in-depth understanding of the biology of the ageing process.”

In clinical trials, the new serums were put to the ultimate test - not against a placebo, but against the original, well-proven No7 Protect & Perfect Serums and as a result, the new No7 Protect & Perfect ADVANCED Serums are clinically proven to be even more effective at reducing the appearance of lines and wrinkles.

In consumer trials, designed to show how well the products work in real life, hundreds of women tested our serums. An impressive 80% of them saw their best anti-ageing results ever*. More than eight out of 10 women in the user trials preferred the new No7 Protect & Perfect ADVANCED Serums to their current regime.

Dr Bell concludes:“Now we can say that No7 Protect & Perfect ADVANCED Serums are clinically proven to be even more effective. These are the best anti-ageing results we’ve ever seen. Our best just got better.”

No7 Protect & Perfect ADVANCED Serum and No7 Protect & Perfect Intense ADVANCED Serum are exclusively available at Boots storesfrom November 25,2014.

Fuller details on all aspects of the new products and the clinical and consumer trials can be found at the No7 media hub:

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