Pure Beauty

Boots reinstates product testers, makeovers and brow services amid Covid-19 surge

By Becky Bargh | Published: 21-Sep-2020

The UK health and beauty retailer said it has reintroduced samples and services under ‘strict’ hygiene measures

After more than five months of disruption due to the coronavirus pandemic, Boots has reintroduced testers, makeovers and brow services in-store.

The retailer announced over the weekend that it would be welcoming back the services after the enforced lockdown meant close contact services and testers were banned.

In order to be compliant with government guidelines, Boots will offer disposable applicators dispensed by a beauty consultant.

Meanwhile, perfume testers are back with ‘strict’ hygiene and hand washing measures, all of which will be overseen by Boots’ team members.

Shoppers can book in for makeovers with selected brands, including Clinique, Dior, Urban Decay and IT Cosmetics; customers will have to wear a mask throughout treatments.

Boots’ No7 Match Made service has also resumed for walk-ins seeking advice and recommendations.

“During lockdown, so many of our customers told us how they missed the experience of browing, testing and shopping beauty at Boots,” said Joanna Rogers, Trading Director and VP of Beauty at Boots.

“We’ve worked meticulously over the past few months to reintroduce the right measures at the right time so everyone can get back to the fun and excitement of discovering new products and finding new brands, whilst feeling completely safe and reassured.”

Boots reinstates product testers, makeovers and brow services amid Covid-19 surge

In addition to the reintroduction of these services, Boots is preparing to launch concessions for MAC and Huda Beauty, which were announced earlier this year, as well as Shiseido-owned brands Nars and Iconic London, and Laura Mercier.

Boots is the first of the UK’s beauty retailers to reintroduce testers and in-store services post-lockdown.

Meanwhile, retailers and brands have become more inventive with their methods of engaging with and serving customers.

Holland & Barrett, Lloyds and TheDrug.Store have signed retail deals with delivery service Deliveroo.

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