Boots is set to launch 30 new beauty halls across the country as part of the health and beauty retailer’s multi-format store strategy that aims to provide customers with greater access to leading beauty brands.
The 30 beauty halls are smaller versions of those that can be found in 60 Boots flagship stores such as Covent Garden in London and The Trafford Centre in Manchester.
The beauty halls will offer a range of products from cult brands like Drunk Elephant, Fenty Beauty and MAC and will also feature trending zones, discovery areas and consultation spaces.
Since the first national lockdown began, Boots have added 65 new beauty lines to its range including Anastasia Beverly Hills, UOMA Beauty and Bite Beauty. Kylie Cosmetics is due to be added later this year.
Boots will also be creating more than 100 Beauty Specialist roles to support their reinvention project. With over 700 Boots Beauty Specialists across the UK, their role is to provide personalised, brand-neutral beauty and skincare advice to customers for free in stores.
“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.” – Seb James, Managing Director, Boots UK