Ever since No7 announced it was launching a new product, excitement has been brewing in the beauty world and beyond.
Cleverly giving people the chance to sign up for a waitlist to be among the first to shop the new product in an exclusive online pre-sale, an impressive 48,000 people eagerly signed up within the first 24 hours, despite having no idea what the product was. That figure shot up to a staggering 99,719 signups in 10 days, making Boots and No7 history with the biggest waitlist for a single product from the retailer, ever.
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And now, after weeks of teasing the upcoming release via social media, we finally know that the brand new product from No7 is called (drum roll please): No7 Advanced Retinol 1.5% Complex Night Concentrate.
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This release marks the brand’s first venture into the world of retinol, so it’s clear to see why they wanted to take their time getting it right. And it seems it was well worth the wait, as what has been produced is the brand’s ‘first-ever clinically proven concentration with ten skin benefits that promises to deliver maximum results with minimal irritation’.
For the uninitiated, retinol is an acid that helps to tackle the signs of ageing in skin by promoting the production of collagen, speeding up skin renewal and thickening the epidermis to give skin back its youthful plumpness.
But it’s that minimal irritation claim that will really get people excited – many people suffer redness, dryness, sensitivity and peeling when using retinol products, forcing them to stop using them altogether. But No7 are confident they’ve found the ‘sweet spot’ that means everyone can introduce the age-defying effects of retinol into their daily skincare routines without irritating their skin.
After experimenting and trialling various different levels of retinol, they landed on 0.3 per cent, which sounds low, but nearly all (96 per cent) of consumer testers’ skin could tolerate the hard-working ingredient at this level. At 1 per cent (the highest amount allowed in non-prescription skincare), only half of the testers didn’t have a negative reaction, and yet they found little difference in skin benefits between 0.3 and 1 per cent.
Combined with two other key ingredients, MATRIXYL 3000 PLUS™ (a powerful peptide blend that supports skin’s elasticity and bounce) and bisabolol (a calming ingredient that soothes and reduces irritation), the Advanced Retinol 1.5% Complex Night Concentrate can help to improve the appearance of lines and wrinkles over time without causing skin irritation.
The concentrate is designed to be used at night and must be followed by a night cream for moisture. Retinol newbies may find it best to start slow, initially using just once or twice a week before building up to every night after four weeks. Another thing to note is that retinol can leave skin more sensitive to the sun, so always wear a good SPF during the day.
By following these few rules the benefits of using retinol can be huge. No7 promise that their new product will:
- Help to gently resurface the skin
- Visibly reduce the appearance of fine lines, wrinkles and pigmentation
- Refine pores, even skin tone and texture
- Maintain skin’s ‘bounce’, resilience and youthful lustre
- Leave skin looking smooth, hydrated and healthy.
No7 Advanced Retinol 1.5% Complex Night Concentrate officially launches on Thursday 28 May for a discounted introductory price of £25 (valid until 30 June, then RRP £34), but anyone who signed up for the waitlist will be able to shop it online from Wednesday 27 May.