Boots has begun the roll out of its own-brand products across New York through its partner US drugstore giant Walgreens.
The UK health and beauty retailer is aiming to bridge the gap between entry-level and premium beauty brands within Walgreens.
Boots is rolling out products across its No7, Botanics, Extracts and Expert brands. It has also exported exclusive product tie-ups, hair care brand Mark Hill and spa bath range Champneys, to the US.
The products are being sold in 15 stores across the Walgreens and Duane Reade fascias in Manhattan, New York, and Boots is aiming to roll it out across the city.
Boots first launched its No7 offer in a Walgreens store in Hollywood in 2012, after Walgreens bought a 45% stake in Boots. Boots then expanded it last year to Phoenix where it began selling the full offer in 60 Walgreens stores and a more select offer in a further 189 shops.
Boots USA managing director Gordon Farquhar said the New York roll out enables Boots to target an urban shopper, while Phoenix allows it to attract a “mid-America” shopper.
Farquhar said: “We want to change the way the general public shop beauty. The drugstores in the US tend to be very similar but if you take an iconic building such as here [40 Wall Street] you change the way they view beauty.
“By and large in the US shoppers go to a department store and sit in a chair [to get a make-over] or you go to a drug store and help yourself. We very much want a department store look and feel but we want it to be accessible.”
Farquhar added that other make up brands in the US, such as Mac and Sephora, are often aimed at customers making bold make-up choices. He said he wants No7 beauty advisors in the Duane Reade and Walgreens stores to offer a more subtle approach.
“We want the customer to look good and we want to stretch the boundaries of how they look but we don’t want them to be scared off,” he added.
No7 Men products are being rolled out to all Walgreens 8,200 stores to cater for the under-developed mens’ skincare market in the US.
Last year Boots generated sales of $100m from its US retail business, which also includes products sold through Target shops.