The changing face of No.7: How Advertising has kept No.7 Britain's biggest own brand

Analyses the history of Boots's No.7 cosmetics and the highly competitive market from 1982-85 before its relaunch in 1986 and shows how a long-term advertising plan has built and sustained the brand.
Agency: McCormick PublicisAuthors: Dan O'Donoghue

The changing face of No.7: How Advertising has kept No.7 Britain's biggest own brand

INTRODUCTION

This paper attempts to show how a long term advertising plan has built and sustained Boots No.7 cosmetics in a highly competitive market dominated by brand images of long-standing. In addition, the cosmetics market, being fashion-dependant, is one where images and values must adapt over time in order to remain 'fashionable'. This is something which is relatively easy for a manufacturer to achieve but more difficult for a retailer selling a wide variety of goods.

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