Boots to reinvent its beauty hall experience
Boots is reinventing its beauty offering by removing traditional beauty counters in 25 of its biggest beauty halls and replacing them with “trending zones”, “discovery areas” and spaces for live demonstrations.
To complement its existing one-brand beauty experts, the retailer is also introducing 200 Boots beauty specialists in its stores who will be able to advise customers on beauty solutions across a range of brands. In addition, 20 new beauty brands will be introduced at Boots in the next six months starting with the launch of 805 products throughout April and May.
Seb James, senior vice president and managing director of Boots, said: “Beauty continues to be one of the most dynamic, inspiring and exciting parts of our business, and we are very excited to be completely overhauling our beauty experience. With 800 million people walking through our doors every year, it is no surprise that we are already the market leader in beauty, but we want customers to never have any reason to go anywhere else. Adding a little glamour, some great new service and lots of new brands to our beauty offer represents the first few steps of that journey.”
Boots will be showcasing its plans at the upcoming Glamour Beauty Festival where visitors will be able to experience some of the latest products available at Boots, and get a preview of the new furniture going into stores.
Helen Normoyle, marketing director at Boots UK, said: “Our 12-month partnership with Glamour, which we announced last month, will also really help bring this to life through sponsorship of their live beauty festivals in London and Manchester, where beauty lovers will get a sneak preview at some of the game-changing new brands set to launch in our stores and online.”
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