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.