No7’s new must-have mascara

 

 

No7 Fiber Lashes
No7 Fiber Lashes
No7 Lash Extender Fiber

Last week saw the launch of the latest product in the No7 cosmetics refresh – No7 Lash Extender Fiber Mascara. Promising 3x more volume and unstoppable length, the mascara is already proving a hit with consumers xwith one sold every 20 seconds on the day of launch*!

Nicole Davies, Global Assistant Brand Manager, No7 says:

“The launch of Lash Extender Fiber mascara was a great project to work on and has really shown how collaboration between cross-functional teams can produce amazing results. From the fantastic product and assets provided by the global team, to the hard-working activation plan delivered by the UK team, this launch is a testament to what great teamwork can deliver!”

This was seconded by Onur Tanriover, Head of Brand Marketing, No7 UK who commented:

“This product is one of the first projects I have worked on in my new role with No7, and what a launch! We are very pleased with how the product is selling and it is easy to see that we have hit the sweet spot with this one, creating a strong activation plan which is raising awareness and driving conversion for a product that is really resonating well with our consumer.”  

The campaign includes a strong social media plan, with paid and organic support utilising No7’s newly-created TikTok channel, and the team are optimising their search plan towards the new mascara too. There is also paid social activity along with digital display, targeted PR pitches, influencer activity and MUA seeding. From a retailer point of view, in the UK there is a lot of support instore at Boots too, alongside coverage on boots.com and a solus Boots Advantage Card email to No7 customers.

*Based on sales volume on 12/01/2022 (24 hour period).