Pure Beauty turns to Agency Republic for multi-channel task

Pure Beauty, Boots' premium cosmetics chain, is to launch a new

wave of multi-channel activity in the run-up to Christmas.

The integrated campaign, through Agency Republic, uses the strapline

"pure inspiration" across all communications activity. The work combines

traditional Christmas imagery with modern beauty motifs.

One execution shows a Christmas star reflected in the glitter of a

perfectly made-up eye, while another features a heavily lacquered mouth

stressing the traditional red and white Yuletide colours.

Agency Republic was appointed to the Pure Beauty business in July as

part of a roster that included J. Walter Thompson. The Omnicom-owned

digital operation was tasked with launching the Pure Beauty brand in

September with activity extending across all media with the exception of

TV. JWT will produce an above-the-line campaign in early 2002.

Media for the Christmas push and all Pure Beauty activity is by

MindShare. The campaign was written by David Newby and art directed by

Rob Scott. Photography was by Darren Feist.