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.
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.
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
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
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
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.
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
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.
PR Team: In-house
Campaign: Relaunch of 17
Budget: Around pounds 100,000 (including sampling)