Boots is carrying out a 5m relaunch of its Natural Collection bodycare range to give the brand the same status as its No7 make-up and Soltan suncare ranges.
The Natural Collection was launched in 1988 as an alternative to The Body Shop’s products. It will now be more aggressively targeted at the teenage market in the face of increasing competition from similar ranges marketed by Superdrug and supermarkets.
The Boots name is being dropped from the brand’s packaging in favour of more prominent Natural Collection branding. The majority of the brand’s existing products will also be ditched in favour of new ones.
The relaunch includes a new logo and new packaging. It is being supported by a 2m advertising campaign through St Luke’s, and more in-store space will be dedicated to the range.
The brand currently has a turnover of 50m a year and includes haircare, skincare and bodycare products, all of which are claimed to use natural ingredients.
Boots is expanding its teenage brands, which include the No 17 make-up and the Act skincare ranges.
The new Natural Collection will be in store by the end of the month, and the advertising campaign will launch in September.