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Walgreens Digs Deeper Into Skin Care

Launched last month online, No7's newest serum became the number-one selling item on walgreens.com in all of beauty and personal care.

Walgreens continues to expand its skin-care offering, especially as the category is one of the bright spots in mass retailing. According to Nielsen data for the 52-week period ended Oct. 20, skin care is up 5 percent while cosmetics sales are flat.

This week, Walgreens launches No7 Line Correcting Booster Serum in stores. The serum already gained traction on walgreens.com where it bowed last month. Additionally, the Line Correcting Booster Serum comes to the U.S. with a solid track record in the U.K. where it acquired a 17,000-person waiting list at launch. Retailing for $41.99, the serum will also be sold in Target and Ulta Beauty in January.

Walgreens Adds High-Tech Skin Care
Line Correcting Booster Serum hits Walgreens stores this week.

Lauren Brindley, group vice president of beauty and personal care for Walgreens, said success online has built a buzz for stores. “The product online sales have exceeded our expectations this month and we look forward to introducing the latest from No7 Laboratories to our millions of in-store shoppers around the country.”

Added Hillary Hutcheson, senior brand director for No7 Americas, “New No7 Laboratories Line Correcting Booster Serum is delivering strong performance on walgreens.com. During the first three weeks of launch, the product significantly beat forecast and is the number-one selling item on walgreens.com in all of beauty and personal care.”

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The Line Correcting Booster Serum is said to reduce the appearance of wrinkles by up to five years in as little as 12 weeks. It is the debut item under the No7 Laboratories umbrella that pulls from No7’s history in bringing professional-grade skin products to the mass market. The formula features an anti-wrinkle peptide technology called Matrixyl 3000 Plus designed to help skin recover some key properties and components, such as elastic fibrillin that is lost early in the aging process.

In Walgreens stores, the serum follows on the well-received Boots YourGoodSkin that hit shelves last year. Also, Walgreens is going deeper into prestige beauty as it adds 11 stores featuring special Birchbox shops.