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NOTTINGHAM, U.K.— Boots UK has reinvented its beauty department where customers can now experience a new and inspirational beauty hall, get beauty advice from brand new beauty advisors and shop more of the industry’s most innovative brands and products.
The retailer has refitted 24 of its biggest beauty halls, becoming the first premium high street retailer to remove traditional beauty counters and replace them with trending zones, discovery areas, and live demonstration areas. Customers will be able to browse and play with all the latest products (and cult classics).
To complement its existing brand experts, Boots is also introducing Boots Beauty Specialists, in response to beauty shoppers wanting to find unique beauty solutions across many brands, rather than one-brand solutions. Over 200 Beauty Specialists are now in stores around the country.
Boots also offers the full range from ultra-premium beauty to everyday cosmetics under one roof. The retailer will be launching 20 new beauty brands over the next 6 months. 805 products alone will be launched throughout April and May with even more exciting products and brands throughout the year.
“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, ” said Seb James, senior vice president and managing director of Boots UK.
Speaking about the plans to revolutionize beauty and its beauty halls, Helen Normoyle, marketing director at Boots UK, added: “We can’t wait to tell our customers about the new beauty offer at Boots – there’s so much to be excited about and we want to bring them on this journey with us.”
“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,” she added.
New brands coming to Boots include: Becca, Skyn Iceland, Too Cool for School, Tony Moly, Nude by Nature and Live + Be.
