Boots adds 25 new beauty brands as it launches ‘biggest ever’ beauty campaign

The UK’s largest health and beauty retailer has introduced 25 beauty brands to its roster including Prada Beauty, Floral Street, Made By Mitchell and skincare brands like Laneige, Supergoop! and more.

This comes as Boots continues to overhaul its in-store beauty experience by giving beauty halls in 170 stores a makeover to accommodate more beauty brands.

The high street giant has also launched its biggest marketing campaign to celebrate the influx of new brands. The ‘Make More Room for Beauty’ campaign is Boots’ biggest ever dedicated beauty campaign and it’s first specifically designed to reach an audience of under-35 beauty consumers. 

The 360-degree campaign spans TV, OOH (out-of-home) advertising, print, radio, digital display, paid and owned social, PR, email and in-store marketing.

Alice Rafferty, director of luxury beauty and cosmetics, 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.”

Pete Markey, chief marketing officer, 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!”