As part of the launch of its Retinol Line Extension range in the UK, No7 is highlighting the need for diversity in skincare advertising with a new global campaign called, “We See You,” which shines a light on how customers feel about the skincare industry.
According to No7, 56 percent of UK women with non-white skin tones feel underrepresented by the skincare industry and in the lack of products designed for them. In the U.S., 63 percent of women of color feel there aren't enough effective skincare products to choose from.
The campaign’s television advert includes a diverse group of women who share the same message, “Now you see me,” as they look into a mirror, before saying “Now you don’t,” while looking at beauty advertisements.
"We understand the different skin health concerns our diverse audiences have, and I hope this new campaign will show our customers that we are seeing them,” says Atilla Cansun, chief marketing officer, No7 Beauty Company. “It is only the beginning for No7 as we work to make the beauty and skincare industry more inclusive."
