CAMPAIGNS: Boots cosmetics get a makeover - Product Relaunch

Boots’ range of cosmetics, 17, aimed at 15- to 19-year olds, was relaunched this year with a new logo, new packaging and an updated range of products and colours. The in-house PR team of three worked on an extensive campaign to ensure that the relaunch made an impact on the media and its target market of teenage girls.

Boots’ range of cosmetics, 17, aimed at 15- to 19-year olds, was

relaunched this year with a new logo, new packaging and an updated range

of products and colours. The in-house PR team of three worked on an

extensive campaign to ensure that the relaunch made an impact on the

media and its target market of teenage girls.



Objectives



To publicise the relaunched range of 17 cosmetics, positioning it as the

only range for ’girls with attitude’. To take the product directly to

the target customers.



Tactics



In support of 17’s advertising slogan ’It’s not make-up, it’s

ammunition’ a tank was sourced, painted in pink camouflage, bedecked

with a giant lipstick and registered for the road. It was christened the

Lippy Mobile and became the centrepiece of the media launch and

tour.



On 30 April the tank was unveiled at Marble Arch. The invited press were

told that Denise Van Outen would be there to ’unveil her

ammunition’.



The Lippy Mobile arrived early in the morning and was covered over,

ready for the waiting crowd. Once unveiled, Denise posed with the tank,

in a 17-branded t-shirt, and details of a nationwide promotional tour

were announced.



Her appearance was followed by Lucy the Axelgrinder, 17’s resident ’girl

with attitude’ and the tank toured London for the rest of the day.



The Lippy Mobile kicked off its 12-city tour in Glasgow on 16 May. A

crew of ten, including the drivers, make-up artists and promotional

staff hit the road, armed with goodie bags, vouchers and samples. Since

then, it has made appearances in shopping districts and town centres,

attracting large crowds of teenage girls. The Lippy Mobile also visited

the Capital Extravaganza show in London, where it was located at the end

of an overhead zipline, so visitors could ’fly’ over the show and get a

make-over on landing.



The tour has now been extended to July and August. In-store promotional

activity was organised in 100 stores nationwide to complement the Lippy

Mobile tour, with 17 staff doing make-overs and handing out more

vouchers and samples.



Other activities to support the relaunch are the ’Find Me A Model’

competition in conjunction with the Big Breakfast, a media relations

campaign and cinema sampling.



Results



Sales-wise, the tour and in-store promotional work have had a strong

effect. Since the tour started, year-on-year percentage sales increases

have been in double figures when the in-store activity has been taking

place. These double again when the Mobile is in town. Liz Pyrke, PR

manager said: ’The 17 Lippy Mobile has created a storm wherever it’s

been. Figures show that it has had an impressive impact on sales in

every city it has visited.’



Media relations also ensured a wide range of coverage in places such as

the Mirror and Channel 5, and importantly in teen-publications such as

J-17 magazine. Denise Van Outen also plugged the range on the Big

Breakfast.



Verdict



This well planned and imaginative campaign was a huge undertaking for a

relatively small PR team, and its impact has been great. As well as

taking the message to its target market, it has been carried off with

the same attitude that the product espouses, giving it the vital

ingredient of successful youth marketing - credibility.



Client: 17

PR Team: In-house

Campaign: Relaunch of 17

Timescale: April-ongoing

Budget: Around pounds 100,000 (including sampling)



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