Boots has expanded its beauty offering with the creation of a new premium and professional haircare category.
Over 400 new products from ten professional and salon haircare brands are now available on its website. Redken, L’Oréal Professionnel, Pureology, OUAI, Briogeo, FUL, Matrix, Color Wow, Drybar and Wella Professionals will be new to Boots, and select brands will be rolling out into stores over the coming months. The new brands join Boots existing ranges from the likes of Philip Kingsley, Bumble and Bumble, Coco & Eve and ARKIVE.
Haircare is a key pillar of the beauty offering at Boots, with more than a third of customers (35%) having purchased a haircare product from the retailer in the last six months. It now has over 2,500 haircare products available instore and online.
The retailer noted that following a surge in customer demand for professional haircare, it has introduced new salon-grade shampoos and conditioners, and cult-favourite styling products, masks and treatments to its range.
Jenna Ward, Head of Beauty Reinvention at Boots, commented: “Our customers trust Boots, and know that we will only bring them brands and products that we truly believe in. The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering.
“We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”
A new content-led haircare hub has also launched on its website, with haircare education, inspiration and advice. An online salon locator will also help customers find their nearest salon offering L’Oréal Professionnel treatments and services.
NAM Implications:
- A great initiative by Boots that should add incremental sales.
- One issue might be professional hairdressers complaining to said suppliers re clients querying price differences paid in Boots…
- …vs price for treatment in a salon.
