# Smile-Inspired Lipsticks No7 Beauty Company's Lipsticks Align with the End of Mask Mandates By Laura McQuarrie | Published 2022-03-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/no7-beauty-company References: [cosmeticsbusiness](https://cosmeticsbusiness.com/news/article_page/No7_Beauty_Company_launches_new_lipstick_line_to_herald_the_return_of_smiles/199347) Face masks and lockdown orders limited the use or need for lipstick and as a result, sales of this beauty product have suffered over the last few years—but No7 Beauty Company is celebrating the return of smiles with a new lipstick line. To coincide with the end of mandatory face covering guidance in the UK and the UN's International Day of Happiness, [Boots](https://www.trendhunter.com/trends/gift-happily-ever-after)-owned brand is pushing limited-edition lipsticks. The Unstoppable lip campaign created with design agency [Free The Birds](https://www.trendhunter.com/trends/mono-materials) reintroduces the brand's Moisture Drench lipsticks, which have been renamed to [Respect Rouge](https://www.trendhunter.com/trends/gen-a-z-hub), Hope Taupe, Freedom Plum and Equality Coral. Additionally, the brand logo has been adapted so that a portion of the "o" of No7 resembles a smile. To support the launch, Boots will be hosting a Festival of Smile in-store event at locations across London. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 33% | Activity: 48% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Smile-inspired Beauty Products:** Recent developments in the beauty industry are creating a new category of smile-inspired products that could provide innovative opportunities for product development. - **Post-pandemic Celebrations:** As the world opens up post-COVID-19 pandemic, businesses are finding innovative ways to celebrate and promote their products to meet the changing needs of their customers. - **Rebranding with a Purpose:** Brands that reinvent themselves with a purpose can grab the attention of their target audiences and leverage the power of story-telling to stand out. ### Who This Affects Most - **Beauty and Cosmetics:** The beauty and cosmetics industry has an opportunity to tap into the new category of smile-inspired products and can target the post-pandemic celebratory mood. - **Marketing and Advertising:** Marketing and advertising agencies can help brands reinvent themselves with a purpose and communicate their message effectively to their target audience. - **Retail:** Retailers have an opportunity to host in-store events that align with the current market trends and offer a unique shopping experience to their customers. ## Related on Trend Hunter - [Bakery-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/clarins-sweet-spot.md) - [Mood-Boosting Lip Treatments](https://www.trendhunter.com/trends/peptide-lip-treatment.md) - [Conditioning Glossy-Wet Lipsticks](https://www.trendhunter.com/trends/rabanne-beauty-dramalips.md) - [Multi-Benefit Beauty Sticks](https://www.trendhunter.com/trends/boom-beauty.md) - [Deeply Hydrating Lipsticks](https://www.trendhunter.com/trends/deeply-hydrating-lipstick.md) - [National Holiday Marketing Campaigns](https://www.trendhunter.com/trends/revlon-national-lipstick-day.md) - [Month-Long Beauty Pop-Ups](https://www.trendhunter.com/trends/revlon-canada.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Effortless Minimalist Makeup Products](https://www.trendhunter.com/trends/blush-lip-color.md)