As the country's best-selling beauty brand with 40% of the UK beauty market, and a legacy stretching back to the 1930's the 'face' of Boots iconic brand, No7, had to be immediately accessible and popular across a mass audience. Other key attribtutes were to be "warm and friendly but with an intelligent confidence". The perfect choice was British actress, Keeley Hawes, not only beautiful and smart, but cool and feisty as DI Alex Drake in Ashes to Ashes, follow-up to the highly acclaimed BBC Series Life On Mars.

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