Agency: McCormick Publicis | Authors: 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.
For a...