Boots introduces its largest beauty campaign yet, targeting under-35s with over 25 exciting new brands.
- The ‘make more room for beauty’ initiative encourages embracing beauty products in daily life.
- British talent, including Freema Agyeman, stars in various campaign films and social media shorts.
- Expansive campaign strategies include TV, YouTube, print, digital, and PR across multiple channels.
- Boots is transforming 170 stores to accommodate more beauty brands and innovations.
In an ambitious move, Boots has launched its most extensive beauty marketing campaign to date, aiming to reach the younger demographic, particularly those under 35. The campaign, coined ‘make more room for beauty’, is set to introduce more than 25 new brands, reflecting the retailer’s commitment to expanding its beauty offerings and audience reach.
This innovative campaign captures daily life scenarios through a series of 20-second films and YouTube shorts. British actor Freema Agyeman voices these films, which feature young British women creatively integrating new beauty products into their routines, thereby promoting the practicality and diversity of the newly introduced brands.
Boots is employing a diverse range of media strategies to promote this campaign. It spans television, out-of-home advertising, print media, radio, digital displays, and comprehensive social media outreach. The campaign’s presence on platforms like Instagram and TikTok is particularly aimed at engaging a younger audience. Furthermore, the campaign features unique promotional formats such as an 8-page barn door magazine advert and bespoke out-of-home installations in key London locations.
The strategic importance of this campaign was highlighted by Boots’ chief marketing officer, Pete Markey, who noted the significance of showcasing an unprecedented range of beauty brands at Boots. Markey emphasised the campaign’s unmissable formats and the retailer’s commitment to offering a substantial variety of products.
This campaign aligns with Boots’ broader strategy of expanding and modernising its beauty halls. The retailer has already remodelled 170 stores to accommodate this influx of new brands, which underscores its ambition to become a leading destination for beauty enthusiasts.
Boots’ latest campaign signifies a significant investment in reaching a younger, beauty-conscious audience.
