Boots, the high street chemist, is attempting to turn 17, its
teenage make-up range, into a cult brand with the launch of advertising
which relies on shock tactics to promote its theme of girl power.
New ads, to be seen in the October issues of teenage style titles such
as Sugar and It’s Bliss, include the image of a girl astride a large red
lipstick, alongside the copy ’A love missile to bring mankind to his
Further executions include an ad for glow-in-the-dark nail varnish which
features a statue with glowing genitalia.
The campaign, through St Luke’s, forms the core of Boots’ pounds 2.5m ad
budget behind 17 over the next year.
The brand, which is targeted at girls between 16 and 19, but attracts
buyers as young as 12, is currently advertising in cinemas, using the
strapline ’It’s not make-up. It’s ammunition’, and sees the new press
campaign as an extension of existing work.
Boots brand manager Tracy Armson said: ’It is positioning the brand at
girls with attitude. It’s about girl power. We’re targeting the press
very tightly to teenagers and are confident that they will interpret it
as we mean them to.’