Boots No7

Service
Product naming / pack copy

In my agency days I worked on No7’s 2005 rebrand, creating names and pack copy for their entire range of skincare and cosmetics, including the famous Protect and Perfect serum.

At the time the copy was completely unlike the age-shaming language and pseudo-science spouted by other beauty brands. We focused on feel-good benefits and chose soft, alliterative names that helped evoke the sensory nature of the products and textures.

I also created the names and pack copy for the men’s products, launched a couple of years later. Copy wise, this was big departure from the core range: language was simple, functional and straightforward.

No7_P&P_Packaging_02
No7Men_Packaging_01
No7Men_Packaging_03

“Kate worked with us on establishing the right tone for No7. She was great at getting under the skin of what the brand stood for and its view on the world of beauty, and then translating that into language that made sense to, and motivated, the customer.

Helen Tarver
No7

“I’ve worked with Kate on numerous projects over the years. Her copywriting is always spot on – pretty impressive considering some of the tricky briefs I’ve given her! I’d highly recommend her services.”

Sarah Cromack
Marketing Manager, Lateral Group

“I’ve worked with Kate on numerous projects over the years.
Her copywriting is always spot on – pretty impressive considering some of the tricky briefs I’ve given her! I’d highly recommend her services.”

Sarah Cromack
Marketing Manager, Lateral Group

No7Men_Packaging_Detail_01

Further projects