The health and beauty retailer has launched its Christmas campaign, entitled ‘Gift Like You Get Them’.

In a stark departure from the sentimental, family-focused advertising campaigns of previous years, Boots’ campaign centres around helping shoppers find presents for tricky-to-buy-for people in their life, such as a newly turned vegan, gym bunny and troubled sleeper.

Boots’ advert will have its television debut on Saturday night, with spots across ITV, Channel 4 and Sky, alongside social and print advertising.

Boots will also be launching curated gift edits for different types of people in their shoppers’ lives, such as ‘What to buy the moody tweenager formerly known as your little angel’ and ‘What to buy your bestie for the leastie’.

These curated edits will be available across 350 Boots branches as well as in pop-up shops, called ‘Bootiques’, which will be rolled out across key locations in cities including London and Birmingham in the coming weeks.

Boots marketing director Helen Normoyle said: “This Christmas we want to help the nation feel good, with a fun look at the very real challenge of finding that perfect gift. People’s ever-changing passions and interests can make it tough to buy for them at Christmas.

“We have used that challenge as a source of creative inspiration to help customers easily shop from the amazing range of gifts Boots have to offer, across our gifting, beauty, health and wellness ranges.”