Boots launches Basics range to entice back superstore shoppers

Boots is launching a range of value products, called Boots Basics, as part of a fightback against the low prices offered by supermarket rivals.

The low-price health and beauty range has been introduced as part of an initiative to change people’s perceptions about the value for money that Boots offers. It follows the retailer’s “Lower prices you’ll love” programme, which has seen the prices of 2,000 products cut.

So far, the Basics range consists of 32 products, including a two-in-one shampoo and conditioner priced at 79p, conditioner priced at 38p, handwash at 63p, foam bath at 48p and toothbrushes at 28p for two.

Chief commercial officer David Kneale says: “We want to attract a particular type of shopper back to Boots by offering more competitive pricing on the trusted Boots brand. Basics is an honest range of display-worthy, low-priced products that we are proud to sell and that customers want to buy. The brand name also means that we can work across all categories – and the first lines include toiletries and baby products.”

The brand has been designed by DewGibbons.

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