Lockdown Lines


2020 aged us all, but for No7’s core audience (women

aged 45+) who were juggling careers, children and now the pandemic on top, there was less time than ever for self care. Zoom became a mirror that not only changed the way we communicate, but also altered the way we see ourselves, and to add to their stress, our audience were noticing new “lockdown lines”. Whilst our competitors were trying to sell youth, we saw an opportunity to create a space for women to regain control. By the end of the campaign, ‘Lockdown Lines’ generated an 805% sales lift online, the highest ever for the product and we were able to shift the cultural conversation about self-care at a time when women were constantly practicing selflessness.