A health & beauty destination
Despite being a high street favourite for decades, Boots realised heritage is not enough to impress customers today. While the brand provides products and services that fulfil their ‘feel good’ ethos, the store environment often doesn’t. With the growing health & beauty industry and shifting consumer expectations, Boots saw an opportunity to reach a new generation.
We worked with Boots to bring to life an experience that revitalises the brand. The revamped beauty hall rivals those of department stores while the wellness department features an extensive range. The pharmacy and opticians have also been reinvented to serve customers how they want to be served today.
‘Real Time Beauty’ is a new in-store concept that positions the brand as a beauty authority whilst keeping its all-inclusive ethos. These spaces feature various zones, taking customers on a journey through a Discovery Area that showcases the newest products and trends, live demonstration Beauty Studio spaces where customers can receive advice and tutorials, and the Boots Edit, the brand’s curated selection of products supporting seasonal, trend or lifestyle stories. Customers can personalise their purchase in the Brand Experience Space.
Store communications have a warm tone of voice, talking to customers in an engaging and welcoming way.
A focus on beauty and a new attitude towards the department has enticed new brands to Boots. On-trend favourites such as Fenty and The Ordinary are new additions to the shelves, with customisable units allowing brands to put their own stamp on their displays.
The Wellness Hall, accented with greenery, hosts Boots’ biggest wellness range to date with a focus on healthier food and drinks. A water refill station allows customers to fill up their own water bottles, championing Boots’ commitment to sustainability.
A reinvented Boots Opticians features a huge range of brands including new exclusives. Customers can speak to frame stylists in break-out areas complete with comfortable furnishings. A digital screen with a selfie camera lets customers have fun trying on frames virtually before purchasing.
A revamped Pharmacy department focuses on convenient healthcare, with fast-track prescription collections and a self-service prescription collection machine holds up to 162 prescriptions at once. Rather than feeling clinical, the space is warm and inviting.
“ Our new Covent Garden store starts a journey of reinventing Boots for the future. The store is full of exciting beauty brands, ideas for living well and services to help you get better, all with the great care that Boots colleagues give. We will learn what people love and want from this shop and this will help us shape a blueprint for our whole 2,500-store estate.” Sebastian James
Managing Director, Boots UK and ROI