The Beauty Drop – No7 Protect & Perfect Intense ADVANCED Serum

In our new weekly feature we're picking a highlight that's landed on the Her.ie beauty desk and giving you the lowdown on the beauty break-through, the budget and the reasons you should buy....  __________________________________  The Beauty Buzz We're giving our skin some extra lovin' with a special serum - No7 Protect & Perfect Intense ADVANCED Serum. This is the latest release in their extraordinarily popular Protect & Perfect range. It was actually released in 2015, but the results of a lengthened clinical study have just been published. The Beauty Brand It's fair to imagine most beauty fans will be familiar with No7, a brand first developed by Boots back in 1935. The in-house brand hit an all-time high in 2007, when an episode of BBC Horizon featured clinical trials of skincare and found that the original Protect & Perfect anti-aging serum really did work to smooth skin. Sales went into overdrive, with waiting lists a necessary addition to some stores. Many additions to the range have since followed - with the ADVANCED Serum the latest to hit shelves. The Beauty Break-though No7 are describing their results as "an industry first", groundbreaking in that a six-month trial was extended to a year-long trial, with positive results allowing them to claim for ADVANCED the honour of "Our first serum clinically proven to deliver anti-ageing results that get even better over time." The clinical trial took place over 12 months with two groups of volunteers. One group applied the new No7 Protect & Perfect Intense ADVANCED Serum on one side of their face and the original No7 Protect & Perfect Intense Serum on the other (double blinded). The other group applied No7 Protect & Perfect Intense ADVANCED Serum on one side and applied nothing on the other side. Crows feet and under-eye wrinkles were then graded by a dermatologist every month. Adverts in 2007 for the original breakthrough product while sold out in record time The Beauty Budget No7 Protect & Perfect Intense ADVANCED Serum will set you back €33 from Boots stores and Boots.ie. They Say: Dr Mike Bell, Scientific Skincare Advisor, Boots says: “ Women who use No7 Protect & Perfect Intense ADVANCED Serum already know that they are choosing a product with proven anti-ageing benefits but now they can have an extra degree of confidence that the longer they continue to use the product, the better the results they will see. Not only has the product been put through a 12 month, rigorous clinical trial, but all the data from that trial has been scrutinised by industry advertising advisors at the highest level.” We Say: We (and our mammies) have been devotees of the original serum and many of it's off-shoot products for a number of years now. As high-performance skincare goes, €33 is a pretty pocket friendly price. For even better results than the tried and tested original, we're happy to part with the cash.