Happy 75th Birthday No 7: see the products from seven decades here…

By Amy Lawrenson

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For a make-up junkie like myself there is nothing more satisfying than looking at products from bygone years. Which is why, when I headed to the No 7 press day yesterday I was quickly in my element.

The beauty brand turns 75 this year and to celebrate this monumental anniversary they are launching limited edition products. There will be a lipgloss, eyeshadow trio and nail polish to go with each decade from the 1940s to the present day; so you can get the look from your favourite era.

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As lovely as the new collection is (the pigments in the eyeshadows are phenomenal), what really caught my attention and what I was most excited to share with you, the BND readers, was that the No7 team had raided their archive collection and put it on display. Swoon.

In the press room were four glass cabinets filled with advertising and packaging (still with their original products inside) dating back to the 1930s when No 7 launched.

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The first cabinet showed the products they launched with back in the 30s and which lasted 20 years right through to the post war 50s. Rouge in both a pot and lipstick, and powder in loose and pressed forms. It was a simpler time.

Next was the 50s and 60s display. Eye products were added, a couple of eyeshadows in varying shades of grey and dark green, their first mascara and eye pencil along with nail varnishes. Perfect for getting that enviable Mary Quant, Edie Sedgewick, Twiggy gamine, yet bambi-esque, look. Plus, they launched a much larger selection of lipstick shades.

Take note of the starry logo, this will be used on the special edition packaging out in May.

The 70s and 80s saw an explosion of colour for lips and eyes. By the 80s they had launched their first palettes which had a selection of products for the face in one compact.

(Note to No 7: please reissue the adorable eye crayons from the 70s with the floral packaging… pretty please).

Finally, the 90s and 00s cabinet showed the most recent polish bottles, which were discontinued in 2005. But most interestingly was the grey lipstick packaging I remember from when I was young.

Happy Birthday No 7, you’re looking good for your age.

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