THE WHAT? Walgreens Boots Alliance (WBA) has announced its first ever digital skincare launch for its ‘next generation’ product, the No7 Advanced Retinol 1.5% Complex Night Concentrate.
THE DETAILS The first time WBA has launched exclusively to digital for a hero skincare product, the retinol night concentrate entered the UK market this week. It will be followed by a launch into the U.S. in June, then Thailand, United Arab Emirates, Saudi Arabia, Bahrain, Oman and Qatar in September, with further markets at a later date.
Created in in collaboration with skin scientists and dermatologists at the University of Manchester, the product is WBA’s first retinol product and is packaged in under nitrogen conditions. According to the company “It uses encapsulation technology to protect the inherently unstable ingredient from degrading, which protects retinol levels and product efficacy.”
Annie Murphy, Global Chief Commercial Officer at Walgreens Boots Alliance, said, “We’ve approached this launch really differently and I am so proud of the teams who have remained determined, under such unique and unprecedented conditions to bring, yet another, game changer to our customers.
THE WHY? With skincare products growing in demand amidst global lockdowns, and high street retail sales falling drastically due to the lack of footfall, a digital skincare launch is a strategic marketing move for the personal care giant.
Murphy continued, “Working together with our colleagues at Boots UK and Walgreens we have focused on improving our website capacity and introduced a number of brand new virtual services to ensure our customers can still get the care and advice they expect from our amazing No7 Beauty Advisors.”