We teamed up with world-class ballet dancer Alessandra Ferri, aged 52, and created a global campaign to show women everywhere that with the right attitude and a little help from No7, age doesn’t have to be a barrier. We created a film showing 52-year-old Alessandra performing a dance with a very special co-star… a hologram of her 19-year-old self. Shot entirely in camera, without any CGI. In the film, 52-year-old Alessandra outshines her younger self, serving as an inspiration to women everywhere. The film was just one part of a much bigger campaign. We also created a whole series of online documentary films in which Alessandra talks intimately about her views on ageing, beauty and how to overcome the doubts that naturally come with getting older. We also ran digital out of home and press featuring Alessandra and held a PR event at which she performed live.

In the run-up to the product launch, we shared Alessandra’s inspiring story with influential beauty journalists and bloggers, securing lots of coverage, and we held an event at which she performed live to key influencers. We also released teaser films hinting at her exciting new partnership with No7. On the week the product launched, we premiered our film showing Alessandra performing with a hologram of her younger self in a high profile ad break. And we released a series of online documentary films in which Alessandra talks intimately about her views on ageing, beauty and how to overcome the doubts that naturally come with getting older. We also ran digital out of home and press featuring the 52-year-old dancer pulling off some rather impressive ballet moves.

The campaign has received a huge amount of coverage and has been really well received on social media. With women calling it “inspiring” and saying “it sent chills down my spine”. Sales of Lift & Luminate have gone through the roof, with a tube selling every two seconds and there is now a waiting list of over 12,000 people.