Boots Launches Beauty-Centric Campaign
Boots is pushing its growing assortment of beauty brands with a major campaign and made-over beauty departments.
The U.K. retailer introduced 25 brands to boots.com throughout the summer, reinforcing the 500-plus beauty brands it already stocks.
New additions include luxury labels Prada Beauty and Floral Street; trendy brands such as Made By Mitchell and Tree Hut; and skincare all-stars Laneige and Supergoop! The new additions will roll out to stores in the coming months.
Boots has been overhauling the beauty shopping experience in its stores, making over more than 170 stores to date. Now the retailer’s beauty departments are larger, accommodating more brands, and a growing team of 1,200 in-store beauty specialists are on hand to offer personalized advice and product recommendations.
To celebrate the new brands landing in stores and online, Boots is launching a 360-degree campaign that invites Brits to "Make More Room for Beauty." The 360-degree effort is geared toward under-35 beauty shoppers and spans TV, OOH, print, radio, digital display, paid and owned social, PR, email and in-store marketing. A trio of 20-second spots and YouTube shorts feature young British women who are making room for beauty in their lives. One spot includes a woman checking her refrigerator for milk – Milk Makeup, that is.
British actor Freema Agyeman narrates the spots, which are supported by an optimized strategy across TV, VOD, Spotify, YouTube and social video, with sequential targeting for optimal storytelling.
The campaign also includes what Boots calls "disruptive new media formats" including an eight-page barn door magazine advertisement and OOH special builds in key London locations. Activity on Instagram and TikTok, particularly targeting through TikTok Search ads, is designed to build presence among the under-35 demographic.
"With an influx of more beauty brands than ever at Boots, it is the perfect time to launch our biggest ever beauty campaign," Pete Markey, chief marketing officer at Boots, said in a statement. "The new innovative formats we have introduced are unmissable and perfectly showcase the huge range of brands we now stock."