Boots is stamping its authority on the health and beauty sector with a£3 million advertising push next week, trumpeting the arrival of 5,000 new products.
Retail marketing director Colin Webb said the campaign, entitled New @ Boots, is the biggest spend to date on a non-calendar promotion and aims to drive autumn footfall.
'Customers already recognise Boots as having a lot of great product, but we are reminding them we are the number one destination for health and beauty,' said Webb.
'There is a plethora of things going on in our stores and a key message from customers was they could be confusing. (The campaign) aims to focus the message, generate traffic and make shopping in our stores more holistic,' he added.
The 'Say something new' tagline will be backed up with mirrored hoardings and Point of Sale material, enabling shoppers to interact with the looks that new products can achieve.
A blizzard of publicity will hit billboards in 14 UK cities on Wednesday, alerting customers to own-label initiatives, including 400 new No7 and 17-branded lipsticks. Exclusive brand link-ups, such as a haircare range from British Hairdresser of the Year Beverly Cobella, will also feature.
In a note, ING analyst Anne Critchlow said the arrival of Boots' new chief executive Richard Baker on Monday could bring a 'greater marketing focus' and leverage of own-brand product.