Boots UK has launched a new long-term campaign to engage with the UK’s teenagers and identify how they can better help support their health and well-being. The teen initiative is the first in a series of campaigns, service launches and well-being initiatives designed to fulfil Boots UK’s mission to champion everyone’s right to feel good.
Helen Jeremiah, Director of Customer Strategy and Communications, explains, “For over 150 years Boots UK has delivered the products and services that people need to feel better and to feel good – it’s what we do and what makes us specialists. We know the teenage life-stage is a particularly challenging one, it’s a time when being healthy, feeling good and looking good are intrinsically linked and, therefore, where our expertise could and should help.”
Working with clinical psychologist Professor Tanya Byron, Boots studied more than 1000 UK teens aged 12 – 17 asking them to share, in their own words, how they really feel. Professor Byron explained: “Despite the prevailing public perception that teenagers today are an unhappy generation, what we see in our study is that most of our teens manage to hold onto a positive view of themselves despite the challenges of the adolescent years.”
Yet, the study also showed the majority of teens want to have more confidence, and advice on how to get it, from how to look their best through to how to find more belief in their individuality and personal qualities. Professor Byron continues, “We need to pay attention to the confidence issue. We need to empower our teens to develop the critical thinking skills needed to develop confidence and self-belief built around one’s values and ideologies rather than external factors such as looks and body shape.”
Helen Jeremiah continues, “While the aim of the research was to inform our business ideas, what it uncovered is that our teens are a switched on, eloquent and passionate group who value their kindness and honesty and their ability to be a good friend. They want to be able to help themselves and each other and therefore whilst there are clear ways Boots UK can, and will help, the best thing we can do to help is to listen to their ideas and give their voice a platform to be heard.”
Therefore, this weekend, Boots UK is bringing together teens from across the UK to discuss the research and share their thoughts on how together they can help teens feel more confident. The aim is to harness their passion and creativity, inspiring them to develop ideas for improving confidence among their peers. Boots UK is giving the chance to truly bring those ideas to life by offering them use of its relevant marketing channels.
“We have absolutely no idea what this group of teenagers are going to come up with” continues Helen Jeremiah, “but we are excited about finding out and working with them to help them feel good.”
Boots UK is also partnering with beauty blogger/vlogger XAmeliaX whose fascination with makeup was born as a teenager when she wore it to cover her acne. Renowned YouTuber, MyNameIsChai brings another element to the mix as a vlogger who resonates with the teen audience through his down to earth and funny videos about life. Both speak to thousands of teens every day and have built a strong following based on their content sharing and conversations. Boots UK will work collaboratively with these teen influencers to encourage discussion and share tips directly with teens.
To provide a further platform for this conversation, Boots has introduced a Tumblr page. From motivational quotes, to tips and tricks on how to keep themselves well both in body and mind, the page will provide a supportive environment where teens can come to for inspiration and a confidence boost - whenever they need it.
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Notes to Editors
For more information please contact the Boots UK Press Office:
Boots UK Press Office: 020 7025 6657/BootsFeelGoodSpecialists@redconsultancy.com
Research was conducted by YouGov amongst 1,000 UK teenagers aged 11-17 in August, 2015. The sample has been weighted by age and gender to reflect a nationally representative audience. Qualitative focus groups were also held among smaller groups of teens.
About Boots UK
Boots UK (boots.com), the UK’s leading pharmacy-led health and beauty retailer, is part of the Retail Pharmacy International Division of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), the first global pharmacy-led, health and wellbeing enterprise. With 2,510* stores in the UK, Boots UK is committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare and offer innovative 'only at Boots' exclusive products such as the UK’s leading skincare brand No7, all delivered with the great value customers love. Created over 165 years ago, the Boots brand is still at the heart of the communities it serves.
*As at 31 August 2015 excluding equity method investments