Boots revamps magazine, highlights emphasis on natural beauty

By

Barbara Santamaria

Published
Aug 29, 2019

Boots has given its Health & Beauty magazine a multichannel makeover to celebrate its 20th anniversary. The move is part of the retailer’s efforts to reinvent itself and its beauty offering, and follows the grand opening of a new flagship store in Covent Garden.

Boots said the refreshed magazine will seek to champion everyone’s right to feel good and embrace all types of beauty. The publication, which has a combined  print and digital readership of 2.4 million, said it never retouches its own model photography and only features products which have been tried by the team.

This ethos will resonate with the growing number of consumers who are looking for a less airbrushed approach to beauty, with brands including Fenty Beauty by Rihanna fuelling a burgeoning inclusivity movement. 

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The magazine has received a new look and reader experience across both the print and online channels, and will feature a topical mix of expert-driven news, trends, products, high profile columnists, and celebrity content. 

The new mobile-optimised digital platform offers content from the printed issue as well as online exclusives, such as articles, blogs, videos, and curated content from brands and partners. Additionally, readers can use an integrated shopping feature to save their favour products and check-out directly on Boots.com.

Helen Normoyle, marketing director at Boots UK, said: “Our customers love our magazine, so we’re supercharging it with a bold new design and big talking points on the issues that matter most to them. 

“As a brand that champions everyone’s right to feel good, our magazine is a great way to inspire our customer to have the confidence to be whoever they want to be, and show them how we’re taking action alongside them. We also know the way our customers consume content is changing, so we’re changing-up our online magazine and delivering content across our digital channels, in shoppable formats.”

Boots is reinventing everything about its beauty shopping experience to adapt to the rise of omnichannel and experiential retailing. 24 of its biggest beauty halls have undergone a refit to remove traditional beauty counters and create ‘trending zones’, discovery areas and live demonstration spaces.

The new flagship store in Covent Garden, opened in June, underlines the new format with over 300 makeup brands, Instagram points and two beauty studios. Customers can also shop from the retailer's biggest ever wellness range and benefit from a rehydration point.