Boots is hoping to capitalise on its heritage as the most trusted brand in the UK (source: JRA Research) with the creation of Boots Expert. The line is all about problem solutions based on what the retailer's consumers have told them they need and want.
“It's not so much a case of back to basics… more looking at fundamental requirements,” says Steve Barton, Boots skincare scientific advisor. “We're trying to get the skin back to what it was and rebuilding on that.” The idea is the same for hair, toiletries and oral care. Consumers were asked about their chief concerns and these are being addressed. Products therefore target such wide ranging concerns as dry or sensitive skin, damaged hair, hair removal and bad breath.
Relevant existing products have been selected from across the Boots portfolio and rebranded with the Boots Expert message. But the company says this is the tip of the iceberg with a major new product development programme planned for the rest of the year. This will include Boots Expert Baby Sensitive and Boots Expert Toning body firming and smoothing products.
Prices range from £1.09 to £5.99, with a couple of more premium tooth whitening products reaching £9.99 and £27.99.