Boots has launched a major marketing campaign to highlight the overhaul of its beauty offering in recent years.
The ‘Make More Room for Beauty’ campaign is the retail’s biggest ever dedicated beauty campaign, and it’s first campaign specifically designed to reach an audience of under-35 beauty consumers. The 360-degree campaign spans TV, OOH, print, radio, digital display, paid and owned social, PR, email and in-store marketing.
The campaign is based around a trio of 20-second films and YouTube shorts featuring a cast of young British women who, to comedy effect, are making space for an influx of new beauty in relatable, everyday situations.
The campaign also includes new media formats for Boots. These include print and OOH formats, including an 8-page barn door magazine advert and OOH special builds in key locations across London. Meanwhile, a social strategy to drive presence amongst under-35’s audiences will run across Instagram and TikTok, with targeting through TikTok Search ads.
Pete Markey, Chief Marketing Officer at Boots, said: “With an influx of more beauty brands than ever at Boots, it is the perfect time to launch our biggest-ever beauty campaign. The new innovative formats we have introduced are unmissable and perfectly showcase the huge range of brands we now stock. I love the humour we’ve built into the films – I hope they raise a smile with customers as they try to make more room for the new beauty goodies they’ve picked up at Boots!”
In recent years, Boots has bolstered its beauty line-up to over 500 brands and overhauled its in-store offering with the roll-out of new beauty halls.
