When UK lockdowns hit, skincare boomed but No7 Laboratories’ profits fell 48%. With stores closed and time running out, No7 asked us to pivot an in-store campaign for Line Correcting Booster Serum into a digital one, with just four weeks to boost online sales by 250%.

Our insight came from life on Zoom, the app had become a mirror, forcing women to scrutinise their faces daily. Partnering with dermatologists, we learned 60% of UK women had noticed new wrinkles, which we dubbed “lockdown lines.”

We positioned LCBS as the solution and created an authentic, relatable campaign showing women alone, together. The shift from product-led to culture-led storytelling delivered record-breaking sales and reached far beyond No7’s core audience.

Client: No7
Creative Director: Regan Warner
Conceptual Designer: Isabella Pepe
Producer: Zay Al-Saygh