Boots unveils ‘trust’ advertising push

“Trust Boots” will be the slogan underlying the health and beauty retailer’s new advertising branding push, which begins on Sunday.

Created by Mother, the campaign has been designed to reinforce Boots’ expertise in health and beauty and emphasises the fact the retailer is one of the most trusted consumer brands in the UK.

The campaign includes three executions, all of which will feature products. One will explain how the Botanics skincare and beauty range was developed with the help of experts at Kew Gardens, who gave advice on suitable plant extracts to be used in the products. Another will highlight paediatricians’ approval of its baby care products.

The campaign builds on an ad for the Soltan suncare range brand, which first broke last year and explains to consumers how exposure to the sun damages skin without protection from sun creams and sprays.

The branding campaign comes at crucial time for the retailer, which is under pressure from supermarkets selling products more cheaply and at the top end of the market by department stores selling premium brands.

Chief executive Richard Baker’s latest plans, announced last week, to lease excess space to other retailers in 150 of the chain’s biggest stores have been met with scepticism from industry commentators. They believe it will dilute Boots’ proposition as a health and beauty retailer and make the instore environment cluttered. Travelex exchange bureaux, mobile phone outlets, clothing retailers and the Post Office have been mooted as possible companies to take the spaces.

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