HOW A BEAUTY STAR WAS BORN

Boots’ iconic make-up and skincare brand No7 has been winning fans for more than 80 years 1935 No7 is launched atthe Daily Mail Ideal Home Exhibition. The name is taken from the belief that seven signifies perfection. Even then, adverts focused on the idea that the same rigorous testing went into their beauty products as their medicine. 1937 The first No7 colour make-up range launches, including eye cosmetics, rouge compact, rouge cream, talcum powder and eyeshadow. At this time, lipsticks were the most expensive single item and would have been refillable. 1952 No7 relaunches with 15 products, replacing the wartime utility packaging (right) at the same time. The range soon expands.

1971 The more familiar No7 logo is introduced on 19 April. The brand starts to appeal to a younger customer. There’s a real focus on cosmetics and items such as eyeshadow crayons arrive. The single most expensive product at this time was a curling mascara. The 70s also sees Boots launch its own fragrances, including Fiori and If, and reduce its plastic packaging with more focus on metal and cork. 1996 No7 starts a long-term partnership with Macmillan Cancer Support to train beauty advisors to help customers going through cancer treatment. 2005 Protect & Perfect beauty serum is launched. Two years later the BBC’S Horizon programme reveals that No7 Protect & Perfect is clinically proven to repair photo-aged skin and improve the appearance of fine lines. Queues form outside Boots stores.