This Monday, No7 will be celebrating its 70th birthday. Since the high- street chemist launched its own brand of make-up in 1935 it has been re- invented eight times, and the latest changes include new packaging, logos and uniforms for the No7 assistants, while 60 per cent of products have been given completely new formulations.
"It's a really trusted and `local' brand," says No7 creative director Lisa Eldridge, "Everybody's got a story about it. I remember saving up for a No7 cleanser when I was 14. It was in a beautiful glass jar, and when I got out into the street, I dropped it and it smashed. I burst into tears." With the arrival of import upstarts like Stila and Hard Candy in the last decade, Boots no longer has a monopoly on teen-appeal. However, No7 remains, schoolgirl vamps will be pleased to note, a reliable source for the most effective and lengthening black mascara, Full Impact Mascara (pounds 10), which is worth blowing your pocket money on, even after all these years.
Life & Style blogs
Nathan Collier: Montana man inspired by same-sex marriage ruling requests right to wed two wives
Greece crisis: IMF was pushed around by Angela Merkel and Nicholas Sarkozy – and now it is being humiliated
'I wish the BBC would stop calling it Islamic State' – David Cameron unleashes frustration at broadcaster
Forget little green men – aliens will look like humans, says Cambridge University evolution expert
Girl, 7, stares down hate preacher at Ohio festival with pro-LGBT rainbow flag gesture
Sickness and disability benefits could be reduced by £30 a week as part of £12bn welfare cuts
- 1 Nathan Collier: Montana man inspired by same-sex marriage ruling requests right to wed two wives
- 2 People all over the world are getting semicolon tattoos to draw attention to mental health
- 3 Van driver who comforted Clark Carlisle and called 999 after suicide attempt dies age 24
- 4 James Blunt was special guest on the highest-rating Top Gear episode ever
- 5 The biggest first date turnoff has been revealed
£17000 - £21000 per annum: Recruitment Genius: This is a fantastic opportunity...
£17000 - £23000 per annum: Recruitment Genius: This is a fantastic opportunity...
£17000 - £23000 per annum: Recruitment Genius: If you are fluent in Japanese a...
£16000 - £25000 per annum: Recruitment Genius: This is a fantastic opportunity...