Boots has kicked off its largest beauty-dedicated marketing campaign to date.
Under the motto “Make More Room for Beauty,” the campaign follows the successful launch of 25 new beauty brands, which the retailer introduced on its shelves over the summer.
Adding to its 500-strong product line, the new lineup includes popular global brands Laneige, Prada Beauty, and Made By Mitchell, alongside homegrown brands like Floral Street and The Beauty Crop.
The leading beauty retailer in the U.K. has also expanded its K-beauty range with six new brands — Skin1004, Isntree, Anua, Round Lab, Haru Haru Wonder, and Mixsoon.
Available now on boots.com, the products are set to hit select stores in October.
View this post on Instagram
Inviting viewers to make room for beauty in their lives, the campaign features three 20-second commercials narrated by award-winning British actress Freema Agyeman.
The commercials take a comedic spin, showing young women humorously clearing out necessities to make space for more beauty products.
Led by WPP’s The Pharm team — VML, EssenceMediacom, Ogilvy, and Hogarth — the campaign dives into diverse formats, including a standout eight-page barn door magazine ad.
OOH, print, radio, digital, PR, email, and in-store media formats were also embraced, with a strong push on TikTok and Instagram, to laser-focus the under-35 crowd.
View this post on Instagram
Boots CMO, Pete Markey expressed excitement over the campaign in a news release:
“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 humor 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!”
How Humor Drives Relatability
Getting viewers to do a double take, “Fridge” shows a woman peering into her fridge stuffed with beauty products.
“Have we run out of milk?” she shouts.
The twist? She wasn’t after a carton of milk at all! She was searching for the Milk Hydro Grip Primer — one of the latest brands on Boots’ shelf.
In “Hotel,” a woman opens her vacation suitcase only to reveal that it’s filled with beauty products and a single pair of bikinis.
When her partner gives her a puzzling look, she confidently quips “I’ve managed to get it down with the bare bones,” — giving essentials a whole new meaning.
In the third ad, “Pushchair,” a mom is pushing a stroller while her grumpy kid glares at its contents. Instead of the child inside, it’s a bag of beauty products, explaining the kid’s foul mood.
“Come on, you can do it! It’s just across the park, over the main road, up the big hill, and then another 10 minutes until we’re home,” the mom cheerfully encourages.
The spot wraps up with a big smile on the woman’s face, capturing just how far we’ll go to make room for beauty.
With the campaign poking fun at everyday scenarios, Boots has created highly relatable ads that not only highlight its latest offerings but also leave memorable impressions among customers.
In August, global makeup brand M.A.C. partnered with home interior company Lick to promote self-expression through its Black 40 lipstick.
