Boots focuses on joy and LGBTQ+ authenticity for Christmas

Anna Hamill

Boots, the British health and beauty retailer, entered the highly competitive Christmas retail space with a campaign that told a fresh new story about diversity and joy.

As a mainstay of the British high street and one of the UK’s best known retailers, Boots – the health and beauty retail chain – is determined to ensure its brand represents all the diversity of the UK authentically with great storytelling, according to its chief marketing officer.

The campaign

In its 2022 Christmas campaign #JoyForAll – a key season for any British retailer – Boots featured LGBTQ+ characters as part of a push to ensure inclusive representation of British life in its advertising. In the commercial, a woman – played by actress Lydia West – discovers a pair of...

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