Boots has initiated its most expansive beauty marketing campaign yet, inviting audiences to embrace beauty anew. The campaign targets the under-35 demographic through diverse media channels.
- The campaign, titled ‘make more room for beauty,’ seeks to incorporate over 25 new brands into everyday beauty routines.
- It features a series of films voiced by British actor Freema Agyeman, aiming to resonate with young British women.
- Innovative advertising formats such as an 8-page magazine ad and special builds in London are employed to enhance visibility.
- Social media strategies on Instagram and TikTok are crafted to engage the younger audience effectively.
Boots has embarked on an unprecedented venture to transform the beauty landscape by launching its most extensive beauty marketing campaign to date. The campaign, aptly named ‘make more room for beauty,’ aims to integrate over 25 new brands into consumers’ lives, urging them to embrace beauty with a fresh perspective. This initiative marks a strategic move to attract a younger audience under the age of 35.
By collaborating with British actor Freema Agyeman, the campaign utilises a series of 20-second films and YouTube shorts. These films depict relatable scenarios of young British women as they accommodate a variety of new beauty products into their daily routines. This approach not only seeks to resonate with the target demographic but also to reflect relatable everyday experiences, making beauty more accessible and engaging.
The campaign’s reach is further amplified through the use of innovative and eye-catching advertising formats. An 8-page barn door magazine advert, along with out-of-home special builds at key locations in London, are designed to capture the attention of passersby effectively. These inventive formats underscore the expansive range of beauty brands now available at Boots, highlighting the retailer’s commitment to expanding its beauty offerings.
To further engage the under-35 audience, Boots has crafted a social media strategy targeted at platforms such as Instagram and TikTok. This strategy is intended to tap into the digital habits of younger consumers, enhancing interaction and fostering a community around beauty discussions. Such platforms allow the campaign to reach a broader audience, leveraging the power of social networks to spread inspiration and beauty tips.
The current campaign coincides with Boots’ ongoing efforts to transform its retail spaces. As part of its broader strategy, the company has been renovating its beauty halls, with 170 stores already refurbished to accommodate the influx of new brands. This physical expansion complements the marketing efforts, ensuring that the newly introduced brands have a significant in-store presence, thus providing consumers with a comprehensive beauty shopping experience.
This campaign represents a significant stride for Boots in redefining its position within the beauty market, catering to a modern and youthful audience.
