Boots unveils its largest beauty marketing effort, integrating over 25 new brands.
- The ‘make more room for beauty’ campaign aims to captivate under-35 consumers.
- A multi-channel approach embraces TV, digital, print, and in-store media.
- British actor Freema Agyeman lends her voice to the campaign’s film narratives.
- The campaign is part of a broader strategy to enhance Boots’ beauty retail spaces.
In an unprecedented move, Boots has launched its largest campaign in the beauty sector, introducing more than 25 new brands into its fold. This initiative, branded as ‘make more room for beauty’, seeks to engage a younger audience, particularly those under 35. By tapping into this demographic, Boots aims to rejuvenate its market presence and appeal to fresh consumer bases.
The campaign is strategically disseminated across various platforms, including television, out-of-home advertising, print, and radio. It also utilises digital channels, such as YouTube and social media platforms like Instagram and TikTok, to maximise engagement. This diverse media mix is designed to reach audiences where they are most active and responsive, ensuring the campaign’s message is both seen and heard.
British actress Freema Agyeman headlines the campaign by providing narration for its series of short films. These films distinctly showcase young British women making room for the new beauty products in their everyday lives. This narrative resonates with the target audience by depicting relatable scenarios while highlighting the convenience and variety offered by Boots.
Furthermore, the campaign employs innovative advertising formats. Noteworthy is the 8-page barn door magazine advert and special out-of-home installations strategically placed in prominent London locations. These bold advertising strategies underscore Boots’ commitment to positioning itself as a leader in the beauty retail market.
As Boots continues to expand its beauty halls, the campaign dovetails with the refurbishment of 170 stores, aimed at accommodating an ever-increasing selection of beauty brands. This physical expansion reflects Boots’ strategic intent to bolster its market share and improve customer experience in the beauty segment.
Boots’ comprehensive campaign and store enhancements signify a pivotal expansion phase in its beauty sector initiatives.
