Boots has embarked on its largest beauty campaign to date, introducing over 25 new brands to its offerings.
- This ambitious campaign is titled ‘make more room for beauty,’ targeting consumers under 35.
- The initiative spans multiple platforms including TV, print, digital, and social media.
- British actor Freema Agyeman lends her voice to the promotional films and YouTube shorts.
- Efforts include innovative advertising formats like an 8-page magazine spread and special builds in London.
Boots, a leader in the cosmetics and health industry, is marking a significant milestone with the launch of its largest beauty marketing campaign ever. This strategic move aims to introduce over 25 new beauty brands, encouraging consumers to embrace a diverse range of beauty products. The campaign, aptly named ‘make more room for beauty,’ primarily targets the under-35 demographic, aiming to capture the attention of younger consumers who are increasingly interested in beauty and self-care.
One of the campaign’s highlights is its extensive reach across various platforms. Television, out-of-home (OOH) displays, print media, radio, digital channels, paid and organic social media, public relations, emails, and in-store promotions are all integral components of this comprehensive strategy. The campaign endeavors to connect with a wide audience by saturating traditional and digital media spaces, ensuring high visibility and engagement.
Prominent British actor Freema Agyeman plays a pivotal role in the campaign by providing voiceovers for a series of engaging 20-second films and YouTube shorts. These films feature relatable scenes of young British women integrating new beauty products into their daily routines, making the campaign both evocative and relatable. The relatable scenarios are designed to resonate with the target audience, prompting them to explore the new offerings at Boots.
Innovative advertising techniques are at the forefront of Boots’ campaign strategy. This includes an expansive 8-page barn door magazine advertisement and visually striking out-of-home (OOH) special builds located at key areas in London. These formats are crafted to capture the attention and curiosity of passersby, enticing them to learn more about the new beauty products available at Boots.
The campaign is complemented by a targeted social media strategy on platforms like Instagram and TikTok, specifically aimed at engaging with the under-35 age group. According to Boots’ Chief Marketing Officer Pete Markey, this influx of new beauty brands is an exciting moment for Boots, allowing the company to showcase its diverse and innovative product range through unmissable formats. This robust expansion aligns with Boots’ ongoing efforts to revamp its beauty halls, having already remodeled 170 stores to better accommodate the increasing variety of beauty products.
Boots’ groundbreaking campaign not only expands its range but solidifies its position as a leader in the beauty industry.
