No7 and Olympic fencer Monica Aksamit celebrate the internal power and energy that cosmetics can bring
No7 believes that beauty is about much more than looking pretty. When a woman feels in control of her own beauty she has the energy and confidence to go out and do anything. With their latest advertising campaign, No7 is focussing not on how women look, but championing the importance of how you feel, encouraging women all around the world to show up, speak up and make an impact in their world, their way.
The latest chapter in the No7 READY story follows Monica Aksamit, the Olympic fencer, who has a love of make-up despite dedicating her life to a sport that covers her from head to toe in protective gear. Showcasing a duel between Monica and her opponent, the READY film celebrates Monica’s belief that wearing make-up makes her feel powerful and ready to face her fencing opponents.
Shots of Monica’s duel are interspersed with shots of her pre-duel preparation – putting on her make-up which she considers an essential part of her preparation - something she puts on just like she does her jacket or her breast plate. Monica’s face is fully covered by a fencing mask, she wears make-up for her and her alone.
The power and strength she feels from her make-up results in a dramatic defeat of her opponent and we see her walk away from us… victorious and beautiful but yet never seen.
Kristof Neirynck, Vice President and Global Category Director, Skincare, Global Brands at Walgreens Boots Alliance says: “At No7 we understand the importance cosmetics play in the lives of women. It’s far from vacuous or superficial. Instead it’s an important part of helping women feel their best self, feeling ready. Monica is the perfect choice for this campaign as she is a woman who truly believes in the transformative power of make-up and the confidence it can give. This is a first for us, making a beauty advert that doesn’t show the face of the star, but for No7 it is more important to champion the true role of make-up in women’s lives – the internal power and the energy that women have when they feel in control of their own beauty.”
The new READY advertising campaign featuring Monica airs on Friday 1 September 2017, just days after No7 launches its NEW No7 Lift & Luminate Triple Action Serum Foundation. This new foundation combines the best of both worlds: not only does it provide the optimum level of coverage, but it includes the most effective ingredients from clinically proven No7 Lift & Luminate TRIPLE ACTION Serum. These super-charged ingredients from the UK’s number one serum brand deliver three age-defying results – reducing appearance of wrinkles and giving you firmer feeling skin and a more even skin tone.
The new foundation is available in Boots stores and on boots.com from 30 August.
Walgreens Boots Alliance
Head of Production:
Post Production / VFX
Post Production Company:
Dan Lorenzini, Andrew Roberts, Tushar Kewlani, Amir Bazazi
Diarmid Harrison-Murray, Bill McNamara
Audio Post Production:
Atlantic Records / Warner Music & Entertainment
Digital Production Company