UK health & beauty giant Boots has launched its biggest ever dedicated marketing campaign to promote and support its ever-growing line-up of beauty products. 

The campaign, which invites UK consumers to ‘Make More Room for Beauty’, is the retailer’s first specifically designed to reach an audience of under-35 beauty consumers.

The 360-degree campaign spans TV, OOH, print, radio, digital display, paid and owned social, PR, email and in-store marketing.

The campaign, features a trio of 20-second films and YouTube shorts, voiced by British actor Freema Agyeman, featuring a cast of young British women who are making space for an influx of new beauty products in relatable, everyday situations.

The campaign also features other formats, including an eight-page barn door magazine advert and OOH special builds in key London locations. Additionally, a social strategy will run across Instagram and TikTok to target those under-35 year-olds.

The campaign comes as Boots continues to expand its beauty halls to accommodate more beauty brands following its makeover of 170 stores to date. The burgeoning line-up of products that now tops 500, includes 25 recently-added brands such as Prada Beauty, Floral Street, Made By Mitchell, The Beauty Crop, Tree Hut, Laneige, Supergoop, and Beauty of Joseon, to its portfolio. More brands are promised.

Alice Rafferty, director of luxury beauty and cosmetics at Boots, said of the campaign: “The industry is evolving quicker than ever before, with new brands emerging and reaching cult-like status in a matter of weeks. As the home of beauty on the high street, we are committed to bringing the very best of beauty to our customers.

“We are welcoming more of the brands [customers] want to see to our shelves and making the most in-demand products more accessible.”

Pete Markey, chief marketing officer, added: “The new innovative formats we have introduced are unmissable and showcase the huge range of brands we now stock. I love the humour we’ve built into the films – I hope they raise a smile with customers as they try to make more room for the new beauty goodies they’ve picked up at Boots.”