Boots’ Ta Dah! campaign promoting its No7 cosmetics range uses, for the first time in the retailer’s history, ‘real’ women.

For the first time retailer Boots has used ‘real’ women in its advertising

For the latest ad Boots has cast its models from the high street. None of the women featured are professional models and Boots has steered clear of airbrushing.

The ad, by agency Mother, features an ethnically diverse range of young and older women. Though Boots is not the only retailer to use ‘real’ women - Marks & Spencer used a similar approach for its For Every Woman You Are campaign - it is a smart idea to cast people that represent the retailer’s varied customer base.

Despite the ad’s diversity, the women are all trim and conventionally attractive and perhaps not entirely representative of the populace. But the fact the ad’s stars aren’t stereotypical, rake-thin models should sit well with Boots’ target market.

Backed by Jessie J’s song Sexy Lady, the upbeat ad cuts between the women gleefully posing, demonstrating a look-good-feel-good sentiment that comes from being made up.

The campaign also uses the well-practised tactic of showing off the product while highlighting a good deal. The ad showcases No7 nail varnish, eye shadow and lipstick with a quick flurry of close ups, and ends by promoting a buy-one-get-the-second-half-price offer.

Combining these more conventional promotional tactics with a campaign that showcases the diverse range of women who shop in Boots stores across the country is the right move for the health and beauty market leader. Even if some of the ‘real’ women are clearly really attractive.

Boots No7 make up TV advert featuring Jessie J's new track Sexy Lady