Boots adds 400 new products through launch of premium and professional haircare category
Boots has expanded its beauty offering with the addition of a new premium and professional haircare category.
This includes 400 new products from professional and salon haircare brands Redken, L’Oréal Professionnel, Pureology, OUAI, Briogeo, FUL, Matrix, Color Wow, Drybar and Wella Professionals.
Now available online, select new products will also be rolled out into Boots’ top stores over the coming months.
With haircare now a key pillar of Boots’ beauty offering, the retailer currently has over 2,500 haircare products available in-store and online.
Jenna Ward, head of beauty reinvention at Boots, said: “The launch of ten new premium and professional haircare brands means we’re making the most in-demand products even more accessible and giving our customers more choice across our extensive haircare offering.
“We continue to innovate and transform our beauty offering at Boots and, with over 250,000 searches for premium haircare brands on boots.com in the last 18 months, we knew this is what our customers wanted to see from us next.”
A new content-led haircare hub has also launched on boots.com with the aim of offering expert haircare education, inspiration and advice.
In addition, the retailer has teamed up with independent hairdressers Live True London to launch a new salon-led retail space in its store in London’s Vauxhall. This combines a shopping area showcasing Boots haircare range with a fully functional hair salon, to enable customers to test and trial the new brands and products before buying.
Ward added: “By partnering with Live True London we are able to bring Boots customers the very best haircare advice, product recommendations and inspiration straight from experts on the salon floor.
“As the home of beauty on the high street, Boots is uniquely placed to drive accessibility and availability of the most in-demand haircare products and advice, whilst also boosting recognition of the important role salon professionals play.”
