Wednesday, 29 August 2012
Meeting Lisa Eldridge with No7
Lisa was in Dublin as part of a really innovative and exciting launch, but before the big reveal, she also talked us through how the No7 brand has undergone a total re-vamp of late. New counters are arriving in Boots all over Ireland (I've already spied them in Dundrum and Liffey Valley), which are designed to be a lot more user-friendly, and they also hold more stock than previously. The entire colour range of lipsticks, blushers, eyeshadows and nail polishes has also been overhauled. I know that this will be welcome news to many, as No7 have had a lot of the same, all-too-familiar shades for a few years now.
In terms of brand ethics, Lisa informed us that No7 never use any Photoshop or false lashes in their ad campaigns. Only No7 products are used in No7 ads - I know that this might sound like an obvious one, but sadly, it's not always the case. Lisa also emphasised that No7 is a super-accessible, semi-luxury brand available all over Ireland. I know that some people get a bit intimidated approaching sales assistants at high-end counters (although you really shouldn't, you're the paying customer after all), and for these people, No7 counters can be a little easier to navigate. Now, I know that No7 isn't at the top of most people's list of coveted brands, but I do think that it's going to be a lot more popular in the coming months.
You've probably already heard about the latest innovation if you read Lisa's blog or watch her videos. It really is a fantastic idea which has been years in the making. Basically, from today, you can avail of a free service at any No7 counter to help find your ideal shade of foundation. The No 7 Foundation Match Made Service Device was made with Pantone (the colour experts), and takes just a few seconds to register and analyse your skintone, matching you to the right shade of No7 foundation. It doesn't matter how bright or dim the shop lights (or assistants) are, this gadget does all the work for you and will even work in the dark!
The foundation I was matched to and received at the event was No7 Stay Perfect in Calico. Sinéad got the same (shocker), and we were both suprised at how, well, grey the foundation looked. It turned out to be an amazing match for both of us though, and we've been loving it. It's definitely the best shade of foundation I've ever had, and I love how effortless it is to slap on, as a lot less blending than usual is required! I've also been mixing it with my other foundations to tone them down a bit. The formula of Stay Perfect really surprised me - it lasts really well on my skin without being overly matte or cakey-looking.
Without a doubt, I'd recommend this service to all of you, and I can't wait to take my mam in to try it out. Mixing your ideal No7 shade with any others that are gathering dust because they aren't the right colour is a great way to finally use them up. It will really change the way you view your skin and your foundation choices - a lot of mine look far too dark for me now! The service is exclusive to No7 for a year, and after that I hope that most brands will be looking to take this on. I know that Bobbi Brown are looking into it, and Sephora is already collaborating with Pantone in the US, so watch this space!
And finally, a quick word on Lisa herself as I know a lot of you will be curious: she appears and acts exactly as she does on camera. When she was speaking to us, I felt like she was really being herself and it was oddly just like watching one of her videos - her voice is so soothing! She wore her signature, simple 'less is more' makeup look, which you can see in the picture above. Neither myself or Sinéad are very tall, but Lisa is decidedly petite and delicate-looking in person. She wore that gorgeous Prada lipstick print dress, which I instantly recognised from this video (and felt like a total creep for doing so). She is really lovely to talk to, and we had a quick chat about how good Vichy Dermablend foundation is - she also complimented me on my red lipstick, whick made my, er, year I'd say. It was one of the best things that has ever happened to us from blogging, and we were both pinching ourselves afterwards!