No7 Beauty Company launches new lipstick line to herald 'the return of smiles'

Published: 9-Mar-2022

The campaign, created in partnership with design agency Free The Birds, launches in alignment with the end of mandatory face covering guidance in the UK

The No7 Beauty Company is tapping into the UN's International Day of Happiness on 20 March with a new marketing push and limited edition lipstick line.

The Unstoppable Lip campaign 'celebrates the return of smiles’ following the end of mandatory face covering guidance in the UK.

At the forefront of the campaign, created by design agency Free The Birds are four of the Boots-owned brand’s Moisture Drench lipsticks which have been renamed to Respect Rouge, Hope Taupe, Freedom Plum and Equality Coral.

Free The Birds has also adapted the No7 logo to include a smile icon that sits within the “o” of No7, which now expands across the lipstick casing adorned with two-tone pink packaging.

“We wanted to collaborate with a design agency that valued the heritage of No7 and our Moisture Drench range but could elevate this to celebrate happiness and the return of seeing people smiling again,” said Bethany-Rose Smith, Global Brand Manager at No7.

“To ensure the Unstoppable Lip collection packaging remained recognisable, we maximised the brand logo to create an impact in a small space,” added Matthew Gilpin, Design Director at Free The Birds.

To support the launch, Boots will also hold a 'Festival of Smile' in-store event at locations across London.

Earlier this year, the beauty brand announced the launch of a skin care education programme in partnership with the British Beauty Council (BBC) to help educate up-and-coming social creators on skin care.

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