A Love Letter to No7's Marketing — From a Former Employee

The Legacy: No7 is one of the UK’s most recognisable beauty and skincare brands within the UK and for good reason. Their commitment to research-backed skincare is unparalleled on the high street. As someone who worked within the company, I saw first-hand how rigorously these products were tested. I knew the formulas worked, and I said it proudly: “We live up to the name for a reason.” But I also vividly remember the moment I told a friend where I worked, and they replied, “Isn’t that the old lady brand?”

That response stuck with me—and highlighted a crucial disconnect. No7’s reputation as the UK’s No.1 skincare brand is deserved, the product's quality lives up to the claims. But their external identity doesn’t always reflect the innovation behind their products.

The Disconnect:

For a long time, the brand leaned heavily into a clinical, pharmacy-forward identity. It felt outdated. Even our sales training felt like something out of a prescription pad rather than a modern beauty counter. It was professional, yes—but lacked emotional pull.

During my employeement I could see the vision of No7 Marketing, and it being a brand I still believe into I could see the under utlised potential the No7 brand's marketing. This was further when I began working for a competitor.

In contrast, my later experience working with Charlotte Tilbury showed just how powerful branding could be when aligned with aspiration and storytelling. Despite both brands targeting a similar demographic (older Millennials and Gen X), CT had cracked the code on making beauty feel indulgent, empowering, and beautifully shareable.

The Turning Point:

Which is why No7’s recent shift has caught my attention in the best way. I could finally see it stepping towards the potential I know the brand has. With the launch of the ‘Pro Artist’ line and ‘No7 Intent’—we’re finally seeing a soft rebrand that feels right.

A move toward sleek, elevated packaging, more emotionally resonant product names, and editorial-style campaigns gives the sense that No7 is finally stepping into the beauty conversation, not just the skincare aisle.

A Brand Reimagined:

What’s exciting about ‘Intent’ in particular is its blend of feel-good psychology with product performance. Think Rare Beauty’s emotional intelligence mixed with K-Beauty’s innovation, all housed in a Boots-exclusive heritage brand.

The names are thoughtful. The visuals are clean but impactful. The PR unboxings are aspirational. And most importantly—it doesn’t feel like No7 is chasing trends. It feels like they’re finding their voice.

These moves show a genuine shift in creative direction, from packaging to messaging. It tells us that No7 isn’t just paying attention—they’re evolving. There’s a clear effort to appeal to Gen Z and younger Millennials while maintaining credibility with their loyal base.

The GKE MEDIA Perspective:

As someone who now works in digital marketing, I want to emphasise that brand perception is as crucial as product performance. No7 has always had the formula. Now it’s finally getting the narrative.

This isn’t a takedown. It’s a love letter. No7 is a brand with a strong foundation and massive potential—but like many legacy brands, it needs to keep reimagining its identity for the modern consumer.

The Intent and Pro Artist lines are exciting, strategic steps in that direction. And from a creative standpoint, I truly hope they’re just the beginning.

Sources:

• Rare Beauty Brand Strategy – Harvard Business Review: https://hbr.org/2023/08/rare-beauty-and-the-rise-of-purpose-led-brands

  
  

• GlobalData 2024 UK Skincare Report Summary: https://www.globaldata.com

  
  

• No7 ‘Intent’ Line Launch – Cosmetics Business: https://www.cosmeticsbusiness.com/news/article_page/No7_launches_new_Intent_skincare_collection/213457