Boots Laboratories: Serum 7

Agency: Creative Leap
Client: Alliance Boots
Category: Corporate / Brand identity, Design and implementation cost over £100,000

Executive summary

This is the story of the creation of a new brand and its success in the highly competitive European pharmacy skincare market.

From an initial launch of 6 products in one market the brand has grown in just 2 years to embrace 32 products in 4 markets with an overall retail value of more than €15 million MAT.

The brand is now being extended to include multiple products across multiple platforms with an aggressive plan already in place for 2012 and beyond.

Boots was a relatively unknown consumer brand outside of the UK, although pharmacists knew Boots through Boots Healthcare International. At best the brand was associated with 'drugstore' health and mass beauty retail, a far cry from the specialist, advice-lead European pharmacy model.