Hot on the heels of their Firming Booster Serum, Boots are launching the latest edition to their No.7 franchise today. And with 29,000 names on the waiting list this is looking like another success for the best selling brand.
The new Dark Circle Corrector is clinically proven to reduce the appearance of dark circles within 4 weeks and hits stores and online at boots.com today, costing £28.
As you will be well aware nothing creates a buzz quite like a new No7 beauty launch. The Firming Booster serum, which launched in April, amassed a 37,000 waiting list and sold at a rate of one every four seconds when it finally landed in store.
The serum launched at the same time as a Dark Spot Corrector (that also flew off the shelves) and in less than a month Boots had sold enough of both creams to fill the O2 Arena over four times. But Boots have a long history of causing a bit of a shopping frenzy.
In 2017 Boots No7 launches their Line Correcting Booster serum that was so hotly anticipated there was an online waiting list with 17,500 names on it. In 2007 after the BBC2 show Horizon praised their Protect & Perfect serum it sold out, with sales rocketing by almost 2,000% when they restocked.
Pretty impressive stuff.
So what have we got to look forward to with the brand's latest offering? Well, having tackled our wrinkles and age spots Boots are now focusing on our under eye bags.
Interested? I thought you might be. As with all their launches Boots are making big claims about the results. In trails Boots claim 80% of women saw a visible reduction in the appearance of dark circles within a week. The cream is clinically proven to reduce the appearance of dark circles by up to 30% within four weeks The colour masking ingredients however claims to deliver instant visible results.
The cream is the result of 7 years of extensive research carried out by Professor Humbert at Besancon Hospital who identified three main causes of dark circles; thin fragile skin, inflammation and hyper pigmentation.
No7 Scientific Advisor, Dr Mike Bell commented: “We know that dark circles are a key unmet concern for consumers, so at No7 we’ve been carrying out scientific research to understand the skin causes that we could directly address with our own technology.”
By addressing these three causes Boots have created their first clinically prevent treatment for dark circles. These three main causes mean that dark circles are actually made of a mix of three colours; blue, brown and red with blue being more dominant or fairer skins and brown more dominant on darker skins.
Now for the science bit. Boots claim that their clever dark circle neutralising formulation incorporates adaptive light particles and colour correcting pigments in 2 different shades of pearl (peach to neutralise blue and red undertones - cinnamon to neutralise red and brown undertones) to instantly improve the appearance of dark circles on all skin tones from light to dark. The other key ingredients are embolic to target hyper pigmentation, hyaluronic acid to moisturise and plump from within and aldavinealgae extract to reduce inflammation.
So does it work? Well I’m seven days in and I have to say after a particularly hectic week my eyes are looking less tired than they should be. Thanks to the colour masking tint after application my under eye bags do look better instantly. I had great results with their Firming Booster Serum, so I’m definitely going to keep using it.
The tube comes with the same roller ball applicator as the Booster Serum making it really easy to apply but to be honest I’ve been applying it with a small concealer brush which I think works really well. This way you can get into eye crease and massage it into the skin.
Claudia Winkleman was at the launch yesterday and she told me she’s a fan. Something tells me you might want to be quick if you want to get your hands on it.