Boots Delivers Its Largest Ever Beauty Campaign

Beauty retailer Boots is targeting youth with its biggest beauty marketing campaign and has added 25 new brands to its 500-strong collection across the UK. The ‘make more room for beauty’ campaign sees the retailer invite the nation to make more room for beauty products in their lives, including popular brands such as Prada, Made by Mitchell, Supergoop! and The Beauty Crop.

Created by VML, the campaign looks to celebrate the influx of beauty products to its stores and online and invites the nation to ‘Make More Room for Beauty’ in their lives, in what is the retailer’s first campaign specifically designed to reach an audience of under-35 consumers. The 360-degree campaign spans across TV, print, radio, digital displays and instores.

The campaign’s epicenter is a trio of comedic films and YouTube shorts featuring a cast of young British women looking to make space for the increase in beauty products available in relatable, everyday situations from looking in the fridge for milk, packing suitcases and pushing a pushchair. 

The announcement comes as Boots continues to overhaul the beauty shopping experience in its stores. Following the successful makeover of over 170 stores to date, selected Boots’ beauty halls are now getting even bigger to accommodate even more beauty brands. With a huge choice of brands and products to shop from, customers in need of advice can also speak to Boots growing team of 1,200 instore Beauty Specialists, who are uniquely placed to offer personalised advice and impartial product recommendations.

The campaign also delivers disruptive new media formats for Boots. Stand-out, brand-building print and OOH formats, including an unmissable 8-page barn door magazine advert and OOH special builds in key locations across London, will bring the campaign to life in a more literal sense to drive reappraisal of Boots’ growing beauty offering. A robust social strategy to drive presence amongst under-35’s audiences will run across Instagram and TikTok, with innovative 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 Eme 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!” 

Alice Rafferty, director of luxury beauty and cosmetics at Boots, said: “It is such an exciting time to be a beauty lover – the industry is evolving quicker than ever before, with new brands emerging and  reaching cult-like status in a matter of weeks. As the home of beauty on the high street, we are  committed to bringing the very best of beauty to our customers. We are welcoming more of the brands  they want to see to our shelves and making the most in-demand products more accessible.” 

Credits

Agency: VML/The Pharm

Creatives: Julia Doyle & Julia Taylor 

Business Director: Bea Kenyon-Jones

Creative Director: Tony Clements

Account Director: Chetali Kudtarkar

Account Manager: Jamie Locke-Jones

Project Manager: Adrienne Mitchell

Associate Strategy Director: Steven Son

Associate Strategy Director: Miriam Albuixech

Agency Production: Hogarth Worldwide

Producer: Alexis Myers

Assistant Producer: Lucie Tull

PR: Ogilvy/The Pharm

Media: EssenceMediacom/The Pharm

Account Director, Planning: Seonaid Young

Account Director, Paid Social: Ben Hume

Account Manager, YouTube: Jeevan Rihal

Senior Account Director, AV Planning: Bhavana Pilsretti

Associate AV Buyer: Shannon Browne

Account Director, DOOH: Alan Meech

Senior Account Director, Outdoor: Nate Barker

Production Company: Outsider

Director: Chris Balmond

Producer: Zeno Campbell-Salmond

Post Production: Final Cut/Gramacy Park Studios

Editor: Suzy Kearney

Colourist: Matt Hare

Audio: Zak Kurtha

Online: Ksenia Usenko, Parry Lam, Mark Beardall