This week sees the launch of a new communications direction from Boots UK; a direction centred on addressing the health and wellbeing needs of the nation and demonstrating the many ways in which Boots UK can help.
Commenting on the new approach Helen Jeremiah, Director of Customer Strategy and Communications, Boots UK says: “Jesse Boot, son of our founder John Boot, was a champion of people – not just customers, but colleagues too – and always focused on helping people feel good. Despite all the changes around us, much of what Jesse aspired for customers and colleagues is still relevant today and that’s why this new direction is so important to us at Boots UK.
It puts the health and beauty needs of our customers and our communities right at the centre of what we do and demonstrates how our colleagues deliver the unique Boots UK specialisms that keep the nation healthy and happy. For example, in the UK there are one million children with undiagnosed eyesight problems that can affect their development, 80 percent of teenagers struggle with spots which impacts their confidence, the majority of new mums wish they had worried less in their first year of parenthood and estimated 50 percent of people travel abroad without the right health protection.
These are all areas where we know our specialist expertise can help and through our new brand direction we are showing the positive impact we can have on our customers and our communities, ensuring that the whole nation can feel good every day. Just like Jesse did 165 years ago.’
The new direction launches with a compilation TV advert featuring snippets of five films, each of which is also a stand-alone advert. The films show a Boots UK expert, out and about in communities, offering help and advice to people during their everyday lives: from an Optician providing eye checks for children at a zoo; to a skincare adviser in a school helping teens choose suitable skincare products ahead of their end of term disco; through to a pharmacist giving advice and reassurance to new parents at a baby soft-play area.
“This is not just about advertising” continues Jeremiah “What we are communicating is rooted in real business action and the important difference our colleagues can make in local communities. For example, we’ve created an eye-check storybook called Zookeeper Zoe which includes eye health checks within the story. We’re giving this away free to parents to help them spot any first signs of eye health problems in their children. Our opticians are also participating in a schools vision screening programme - so far 20 percent of children screened have been identified as having eyesight issues.
“Earlier in the year we worked with teen psychologist expert Tanya Byron on a major research project on teen health, well-being and confidence. We then met with teens from across the UK to ask them how best Boots UK could help – the first suggestion was to give them support and guidance on how to get healthier skin. As a result we’re running on-line advice sessions with high profile YouTuber Chai Cameron and Boots skin experts.”
And, according to Jeremiah there’s lots more exciting stuff in the pipeline: “We’ve got a huge number of genuinely innovative services and initiatives to come both this year and over the next few years… things that can, and will, make a real difference to people’s lives.”
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For more information please contact the Boots UK Press Office: 020 7025 6657/BootsFeelGoodSpecialists@redconsultancy.com
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
 Based on DCSF 2009 School Census 0-12 year olds
 NHS 2014
 Vance 2015, 61% of 307 mums agreed
 Executive Board of The Faculty of Travel Medicine, 2014