Some of you will recall a few years ago when a documentary aired declaring Boots No7’s Protect and Perfect Serum as an anti-ageing product that genuinely delivered serious results. Cue absolute chaos as stock of the serum disappeared, queues at all Boots stores went around the block and it was virtually impossible to get your hands on the product. The fact was, the serum was not only affordable, but it was proven to work. Due to the success, the sciencey types (probably not their official title) behind Boots decided to see if there was any way they could improve on the formula…so here we have the new Advanced Serums; Protect and Perfect Advanced for the first signs of ageing aimed at my age group 0f 25-35 year olds and containing Salicylic Acid, and Protect and Perfect Intense Advanced Serum which includes Hyaluronic Acid which is for more advanced signs of ageing in the 35-45 year old age group.
The advertising campaign is quite an interesting one as they gave eight women the serum, took away all access to mirrors (I know, I know, don’t worry, they were all okay) for four weeks and then filmed the reveal. I don’t think my words will do it justice but it’s definitely worth a watch. There’s all sorts of fabulously technical research behind the two new serum launches along with lots of impressive data (for example, 80% of all the women who tested the products reported their best anti-ageing results ever), and you have to give it to Boots for taking the daring step of attempting to improve their best-seller, so it’s safe to say that they wouldn’t bother unless they were absolutely sure they had done a good job. The Protect and Perfect Advanced Serum is £23.95 and the Protect and Perfect Intense Advanced Serum is £24.95, both of which will launch on the 14th May 2014 both online and in store.