Boots’ smaller format beauty hall concept will open in 30 stores as it rolls out its beauty offering to more customers.

A Boots Beauty Specialist prepares the shelves at new beauty hall in Fareham

The new beauty halls, which will open in stores including Burton-on-Trent, Grantham and Letterkenny, are smaller versions of the beauty halls located in 60 flagship stores, such as Covent Garden in London and The Trafford Centre in Manchester. The new, smaller formats will bring the total number of Boots beauty halls across the UK and Ireland to 90. 

The new beauty halls will feature trending products, areas where consumers can discover new offerings and consultation spaces. They will showcase leading beauty brands, including Drunk Elephant, Fenty Beauty and MAC.

Boots will also hire over 100 new beauty specialists as part of the expansion of the brand’s beauty strategy. There are now more than 700 beauty specialists in Boots stores, providing beauty and skincare advice for free in stores.

Boots still investing in stores

The launch of the new beauty halls follows Boots’ increased investment in health and beauty as part of the retailer’s reinvention project. Boots has added 65 new beauty lines since the pandemic began and now offers products from 500 beauty brands.

Customers can also order beauty online with 2,200 local stores offering next-day click and collect services. Sales of beauty products in-store and online increased 85% in the three months ending May 31st compared to the same period in 2020, with the retailer reporting its highest market share for premium beauty and premium skin on record.

Managing director Seb James said: “We are so pleased to launch even more reinvented beauty halls on UK high streets, furthering our position as the UK’s number one for beauty. While our online sales continue to grow, the in-store experience is still hugely important, which is why we have continued to invest in our new-look beauty halls throughout the pandemic and beyond.”

”As we are now out of lockdown and life is starting to look more normal, I am confident that our beautiful new beauty halls will help to drive more footfall into Boots as well as to local high streets more broadly.”

Boots chief marketing officer Pete Markey will be discussing how the business is revolutionising CX and sharing strategic insights at Consumer Week. Register for your free place now to tune into his session on September 16.