Boots has introduced its most ambitious beauty campaign, aiming to draw in a younger audience with over 25 new brands.
- The ‘make more room for beauty’ initiative targets consumers under 35, using multiple media channels for maximum outreach.
- British actor Freema Agyeman lends her voice to campaign films aimed at promoting new beauty products in everyday settings.
- Chief Marketing Officer Pete Markey emphasises the campaign’s innovative formats designed to highlight the extensive range of new beauty brands.
- Boots is expanding its beauty halls following updates to 170 stores, accommodating the influx of new brands.
Boots has launched its most extensive beauty marketing campaign to date, dubbed ‘make more room for beauty.’ This initiative marks a strategic effort to engage with consumers under the age of 35 by introducing more than 25 new beauty brands. The campaign is distributed across a variety of media platforms, including TV, out-of-home, print, radio, digital display, social media, PR, email, and in-store marketing.
The campaign features a series of 20-second films and YouTube shorts, narrated by the acclaimed British actor Freema Agyeman. These films showcase young British women incorporating new beauty products into their daily routines, thereby making space for the extensive selection Boots now offers. Agyeman’s involvement lends a familiar and relatable voice to the campaign.
The marketing initiatives also include an eight-page barn door-style magazine advertisement and special out-of-home installations in key London locations. A significant portion of the campaign’s social strategy is focused on Instagram and TikTok, platforms particularly popular among the under-35 demographic, ensuring that the campaign reaches its target audience effectively.
Pete Markey, the Chief Marketing Officer for Boots, describes the campaign’s formats as ‘unmissable,’ asserting that these approaches effectively demonstrate the wide array of new brands now available through Boots. Markey states that this timing is ideal due to the current growth in beauty brands at Boots.
In conjunction with this campaign, Boots continues to renovate and expand its beauty halls, having already revamped 170 stores. These updates are aimed at providing ample space to house the growing number of beauty brands that the retailer stocks.
Boots’ extensive campaign showcases its commitment to appealing to younger consumers and expanding its beauty offerings.
