The newest advert from high street health and beauty retailer Boots is spotlighting its expanded range of beauty lines, with its biggest-ever campaign created to promote the 25 new brands.
Created by VML, the omnichannel campaign for the retailer – ‘make more room for beauty’ – comprises of three 20-second films and YouTube shorts.
Voiced by British actor Freema Agyeman, the ads show a cast of young British women making space for the influx of new beauty brands – such as The Beauty Crop, Made by Mitchell and Tree Hut, as well as skincare icons Laneige, Supergoop! and Beauty of Joseon – in relatable, everyday situations.
Led by WPP’s specialist division The Pharm – which consists of VML, EssenceMediacom, Ogilvy and Hogarth – the campaign taps into a wide selection of formats including an eight-page barn door magazine ad.
The ads are the first time Boots has made a concerted effort to drive presence among under-35s, with the campaign running across both Instagram and TikTok as well as TV, OOH, print, radio, digital display, paid and owned social, PR, email and instore marketing.
Sequential targeting across YouTube also allows Boots to ensure optimal storytelling.
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“With an influx of more beauty brands than ever at Boots, it is the perfect time to launch our biggest-ever beauty campaign,” said Boots chief marketing officer Pete Markey.
“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!”
Director of luxury beauty and cosmetics Alice Rafferty said it is an “exciting time to be a beauty lover”, with the industry evolving quicker than ever before, as new brands “emerge and reach cult-like status in a matter of weeks”.
