Boots is briefing agencies about a major pan-European initiative on
its expanding range of skincare brands, with the aim of turning the
company into a rival to L’Oreal and Nivea.
Four agency networks have made presentations to senior executives of
Boots, who are looking at international expansion as a complement to the
high-street retail operation - the largest of its kind in Britain -
which has almost reached saturation level.
Now the company is planning to use Western Europe as its launch pad in
its plans to become a major global player in skincare products. A
decision on the pitch is expected within a week.
The main push will go behind so-called cosmaceuticals, a cross between
dermatological products available only on prescription and mainstream
The initiative follows two large acquisitions in mainland Europe last
year by Boots, which bought Hermal Kurt Herrman, Germany’s leading
medical skincare company, and Lutsia, the French anti-ageing and acne
prevention product specialist, for a total of pounds 290 million.
’Boots wants to combine its pharmaceutical heritage with its experience
of building toiletries brands,’ an industry source said.
’The aim is to appeal to a new generation of upmarket women looking for
mainstream brands of proven effectiveness.’
Boots’ dilemma in promoting skincare products across the Continent is
how to advertise them without alienating dermatology experts who will
not want their authority undermined by recommending mass-market
A Boots International Healthcare spokesman said: ’We’re reviewing our
skincare business and we will make an announcement in due course. To say
anything now would be premature.’