Creative Agency: ButterflyCannon
Project Type: Produced, Commercial Work
Client: No7
Location: London, UK
Packaging Contents: Beauty products

ButterflyCannon have rejuvenated the packaging of the No7 Lift & Luminate franchise, following the successful launch of the redesigned anti-ageing serum in 2016. The portfolio takes lead from the hero serum product, extending the same graphic approach to elevate the perception of the range and clearly communicate the new ‘Triple Action’ benefit.

A refresh and uplift to the core brand colour contemporizes the range, and the satin finish helps to convey the products’ luxury credentials. An iconic graphical device unifies the Lift & Luminate portfolio; recognizable to consumers from the serum launch, the device conveys the science behind the products and the three interconnected droplets represent the triple action concept, the three clinically proven anti-ageing benefits; visibly reduced wrinkles, firmer feeling skin and a more even skin tone in just two weeks.

The rejuvenated brand aesthetic has also been rolled out on the latest addition to No7’s anti-ageing skincare portfolio; No7 Restore & Renew Face and Neck Multi Action Serum, which has just launched in stores across the UK.

Just as on the Lift & Luminate franchise, a refreshed colourway and satin finish adds contemporaneity and premiumness, whilst the refined information architecture on the front of pack improves navigation and introduces the attributes of the innovative new formula in a more easily digestible format. To communicate the complimentary nature of the two franchises, the droplet icon created for the Lift & Luminate franchise is also featured, integrating a subtle profile silhouette to highlight the clinically proven benefits to the face and neck area.

Lara Purcell, Global Brand Director for No7 comments, “The launch of the redesigned Lift & Luminate Triple Action Serum was a great success for the No7 brand, and it was a pleasure to work with ButterflyCannon again to bring the new approach to our Restore & Renew franchise.”

Like the legendary Protect & Perfect serum, the Restore & Renew Face and Neck Multi Action Serum is expected to sell out quickly – when it went on sale last week there were already 10,000 people on the waiting list!