Creating a flagship 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’ positions the brand as a beauty authority whilst keeping its all-inclusive ethos. The concept allows customers to discover the newest products and trends, experience demonstration spaces through advice and tutorials, and the Boots Edit, a curated selection of products supporting seasonal, trend or lifestyle stories. This was all alongside developing new concepts with enhanced the service offers across pharmacy and opticians, and the development of a new Wellness offer and space.
The new attitude and focus on beauty has attracted new brands such as Fenty and The Ordinary.
A self-service collection machine holds up to 162 prescriptions at once for a convenient customer experience.
“ 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