Boots, the UK’s leading beauty retailer, has launched its largest-ever beauty marketing campaign, featuring over 25 new beauty brands. The ‘Make More Room for Beauty’ campaign, which went live on 25 September 2024, marks a bold step for the retailer as it targets a younger, under-35 audience with a fresh and engaging approach.
With the addition of luxury brands such as Prada Beauty and Floral Street, alongside trendy newcomers like Made By Mitchell, Supergoop!, and Laneige, Boots continues to solidify its position as the go-to destination for beauty lovers in the UK. This expansion brings the total number of brands available at Boots to over 500, reflecting the company’s commitment to offering a diverse range of products.
A Bold New Marketing Approach
The ‘Make More Room for Beauty’ campaign aims to capture the attention of the nation’s beauty enthusiasts through a 360-degree marketing strategy. The campaign includes a mix of TV, out-of-home (OOH), print, radio, digital display, social media, and in-store marketing, making it the most comprehensive beauty campaign in Boots’ history.
At the heart of the campaign are three 20-second films and YouTube shorts featuring a cast of young British women in humorous, relatable situations as they make room for their new beauty hauls. Voiced by British actor Freema Agyeman, these videos are designed to shift perceptions of Boots’ beauty offering, presenting the retailer as an essential destination for beauty shoppers. The films will be promoted across various platforms, including YouTube, Spotify, and social media, with optimised targeting for enhanced storytelling.
Disruptive Media and Social Focus
In addition to the digital focus, the campaign delivers on innovation with disruptive print and OOH formats, including an eye-catching eight-page barn door magazine advert and special OOH builds in key London locations. A strong social media strategy targets the under-35 demographic across platforms like Instagram and TikTok, leveraging TikTok Search ads for innovative reach.
Expanding Beauty Halls and Specialist Advice
The campaign follows Boots’ ongoing efforts to revamp its in-store beauty experience, having already transformed over 170 stores. As part of this transformation, Boots is expanding beauty halls in selected locations to accommodate its growing list of brands. The retailer has also bolstered its team of 1,200 in-store beauty specialists, who provide customers with personalised advice and product recommendations.
Pete Markey, Chief Marketing Officer at Boots, commented: “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’ve 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!”
Bringing Beauty to More Customers
The campaign also emphasises the accessibility of Boots’ beauty offering, with over 80% of the UK population living within a 10-minute drive of a Boots store. Additionally, next-day Click and Collect is available at over 1,600 stores, making it easier than ever for customers to access the latest beauty trends.
With over 25 new beauty brands now available both online and in-store, Boots is firmly positioning itself as the UK’s leading beauty destination, offering customers a diverse range of products and a shopping experience that’s more accessible and exciting than ever.
