Boots Introduces Over 25 New Brands

Customers can also speak to Boots’ growing team of in-store Beauty Specialists, who offer personalised advice and impartial product recommendations.

Boots, a beauty retailer, introduced 25 new brands over the summer, bolstering the 500-strong lineup of beauty brands already stocked on its shelves. New brands include luxurious labels Prada Beauty and Floral Street, trending names like Made By Mitchell, The Beauty Crop and Tree Hut, skincare icons Laneige, Supergoop! and Beauty of Joseon, and many more.

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.”

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 in-store Beauty Specialists, who are uniquely placed to offer personalised advice and impartial product recommendations.

To celebrate the influx of new beauty to its stores and online, Boots has launched a major marketing campaign inviting the nation to make more room for beauty products in their lives. The ‘Make More Room for Beauty’ campaign is Boots biggest ever dedicated beauty campaign and its 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 instore marketing.

At the heart of the campaign is a trio of 20 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.

Voiced by British actor Freema Agyeman, the perception-shifting films are supported by an optimised video strategy across TV, VOD, Spotify, YouTube, and social video, with sequential targeting for optimal story telling.

The campaign also delivers disruptive new media formats for Boots. Stand-out, brand-building print and OOH formats, including an 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 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!”

Over 25 new beauty brands are available online on boots.com, and will continue to roll out into selected stores nationwide in the coming months.