Boots Laboratories Serum 7 - Alliance Boots

Boots is a virtually unknown consumer brand in mainland Europe. Where it exists, any awareness of the brand associates it with 'drugstore' health and beauty retail, a far cry from the traditional, specialist, advice-lead European pharmacy model.

Boots Laboratories Serum 7 – Alliance Boots

Corporate / Brand identity Design and implementation cost over £100,000Creative Leap

EXECUTIVE SUMMARY

This is the story of the creation of a new brand and it's successful launch into the highly competitive European pharmacy skincare market.

Boots is a virtually unknown consumer brand in mainland Europe. Where it exists, any awareness of the brand associates it with 'drugstore' health and beauty retail, a far cry from the traditional, specialist, advice-lead European pharmacy model.

Recently taken in private equity hands, the key challenge faced by Alliance Boots was how best to leverage...

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