[unpaid/purchase/affiliate] No7 are in the middle of a complete re-launch – it pops up in my Instagram feed almost daily and I’m not a follower so clearly the ads are targeting old and new No7-ers – to separate themselves away from Boots and give them more traction as an independent brand that can be sold anywhere, not just Boots. The brand doesn’t reach out to me (I objected quite strongly to their ‘knock you down to sell you up’ messaging around Protect & Perfect and haven’t seen hide nor hair of them since – about five years ago!) so I’m not completely up to date with everything but their choice of older influencers to act as ambassadors is interesting. I think it’s a brand that you need to have memories of in the first place to really connect with – and it’s a very good tactic because our age group is nothing if not loyal and who better to tell others about it than those that knew and loved it before. Everyone has a fond memory of No7 – I know I do – and there is a lot about the updated No7 that’s very inviting to certain demographics and the No7 Extreme Length Mascara Black/Brown that I picked up last week is a good case in point.
To be completely frank, the thing you won’t get from this is extreme length. And that’s a good thing – you get to a certain point in life where extremes of anything aren’t flattering any more (and I’ll ring fence bright lipsticks outside of that category because everyone looks great in those). If you are blonde or grey, mahoosive black lashes can sit quite awkwardly – but lovely, long, perfectly separated brown lashes will look divine at any age.
No7 Extreme Length Mascara gives a light coating that you build up – there’s not one clump, not one smudge and the brush is flexible and skinny to really winkle under and over for a complete coating. One of my mum’s complaints is that when she went grey black mascaras looked a bit stark and I have blonde/grey friends who feel the same so whenever I see a brown mascara I want to try it (I’ll give this one to my mum and she will love it) out because it’s a journey I feel I’ve sat alongside. Brown mascaras, in non-extreme textures are rare as hen’s teeth – in fact, this gives a very flattering looking lash just as though you have been naturally blessed.
That’s it on me with just a touch of highlighter on my lids and no other eye-make up. I can wear black no problem but I really do like this for a light hand, weekendy kind of look that will open up your eyes and give definition without drama. Good job! It’s £12.95 HERE.
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I swapped my black mascara for dark blue some time ago and find it’s nowhere near as stark. If it helps, I’m in my early 70s with blondish/greyish hair. I use the relatively expensive Chanel mascara but I find it lasts a good while and it’s not a struggle to remove at the end of the day.
Oh that’s good to know Chris – yes, navy would also be nicely softening but also give some deeper definition 🙂
I worked for Boots as a No7 consultant a few years ago. That’s interesting that the brand is cutting ties with momma, so to speak, so it can be sold anywhere. A shrewd move on Boots part. I never found the brand to be particularly good or bad. They had some nice body products, but the skincare and cosmetics were never anything special, at least not when I was selling it. I always had the impression they were trying to come across as premium, though it never quite hit the mark.
I am happy with the Lancome Hypnose brown mascara I’m using. You’re right about black being too stark around the eyes as you get older. Black eyeliner especially.
Well, yes – although I have used some really nice bits over the years, I think you’re right in that they presented more premium than they actually are.