Boots has unveiled a new 60-strong budget range to help consumers tackle the rising cost of living.
The ‘Everyday’ own brand features toiletries, dental, skincare, haircare and period products, with prices starting from just 50p, up to £1.50. Lines such as shampoo, shower gel, toothpaste, and disposable razors will start rolling out online today and across more than 1,000 Boots stores over the next few weeks. It will sit alongside its existing own-label range of 9,000 health, beauty and baby products.
The retailer’s head of beauty, brands and exclusives, Jenna Whittingham-Ward, said: “At a time when many people are facing choices between heating and eating, and we’re all bracing ourselves for a winter of feeling the pinch more than ever, I am delighted that we’re able to offer a no-compromise range to help customers make small everyday switches to help save money.”
The move comes as industry data shows shoppers cutting back on non-essentials and buying cheaper own-label products.
In an effort to stop shoppers from switching to supermarkets and discounters for their health & beauty needs, Boots recently froze the price of more than 1,500 products until at least the end of the year as part of its ‘Price Lock Promise’. It has also enhanced its Advantage loyalty scheme by offering cardholders exclusive discounts on a selection of products each month.
Meanwhile, Boots announced yesterday that it was following its rival Superdrug in launching an online marketplace that will see third-party brands added to its digital offering, significantly expanding its product range.
NAM Implicatons:
- The combination of Everyday and Price Lock Promise could move shoppers back to separate shopping visits for Grocery and H&B.
- If so, where does that leave brands?
- Patently some stand-out initiatives required by suppliers?
