Boots Unveils 'Give it Some Boots' Brand Platform

Boots is launching a bold new brand platform. 

The ‘Give it Some Boots’ messaging has been created to celebrate life by highlighting optimism and confidence. 

Through this messaging, the new platform looks to reflect the role Boots plays in giving people support and inspiration through what it has termed ‘brutiful’ moments – both brutal and beautiful. 

Using these moments, Boots spotlights the services it can offer, from getting ready for a big night out to dealing with a health challenge. 

This platform is also bringing a more contemporary expression to the brand, while still celebrating its expansive heritage. 

“Life doesn’t come with a filter,” says Charlotte Lock, Chief Marketing Officer of Boots. “It’s joyful, messy, unexpected and sometimes tough. 

“‘Give it Some Boots’ puts Boots right in the middle of real life, bringing our trusted expertise, optimism and confidence to every moment. 

“Because when you’ve got Boots in your corner, you can take on whatever comes next.”

The initial eight-week launch of this campaign will span broadcast media, premium digital environments and retail activation – with Boots saying it will be designed to capture, engage and convert consumers across the purchasing journey. 

Traditional media spend and YouTube CTV formats will also be used, Boots has said, in order to reach mass audiences. 

Marketing to customers in all stages of life

The launch of this brand platform is being supported by a nationwide, full-funnel paid media campaign across TV, cinema, digital OOH, social, in-store and online, with Boots saying it wants to reach customers wherever they are “in their journey through life”.

At the centre of the campaign is a series of 30 and 60 second films, featuring people in different life stages dealing with different moments – such as making skincare choices, dealing with grey hairs or entering perimenopause. 

The new brand identity and adverts have been developed by the integrated WPP team supporting Boots – which brings together creative, media and production expertise. 

The campaign also features a real No7 Macmillan Beauty aAdvisor from a Boots store – one of the company’s advisors trained to support customers who are dealing with the visible side effects of cancer. 

Outside of the films, the company has also created ‘Give it Some Boots’ karaoke booths, which are going to be travelling the country during September. 

These booths, the company says, will invite people to “step up, sing out and share their own stories”. 

Consumer interest in health and wellness

The launch of this new brand platform comes as Boots looks to strengthen its position as the UK’s leading health, beauty and wellness retailer.

Boots has been capitalising on popular trends in beauty and wellness as of late – with the company releasing a Beauty Trends Report in 2025, analysing search and sales data to determine its most-loved products and trends. 

These trends included holistic skincare, hydration, gut health, science-backed skincare and K-beauty. 

“As our report outlined, beauty and wellness have never been more intertwined as consumers take a more holistic approach to life,” Grace Vernon, Head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, said of the report. 

“This health hacking trend has resulted in collagen, electrolytes and adaptogens all growing in prominence at Boots this year.”

Who are Boots’s key partners?

• Tata Consultancy Services (TCS): Boots and TCS launched an NNOVATE workspace. The purpose of the workspace is to encourage and nurture a ‘start-up’ culture, helping Boots to uncover opportunities to leverage emerging technology. INNOVATE was meticulously designed in collaboration with TCS to be an agile incubator combining creative space with top talent and evolving technology.
• Adobe: Boots has worked with Adobe to improve experiences across the full customer journey spanning all channels, modernise the website and mobile app to meet customer expectations for digital experiences and create personalised experiences for Boots customers.
• IBM: IBM has provided technical architecture and strategic guidance to overhaul the company’s website and e-commerce platform. By moving legacy web commerce software onto flexible cloud infrastructure, IBM has ensured the website could reliably handle massive spikes in online traffic during peak shopping periods. The technology and management consultancy continues assisting with complex digital integrations, content management solutions and enterprise systems.
• WPP: Boots first selected WPP as its global marketing and communications agency in 2017. WPP supports all of the company’s divisions with a dedicated team of top talent drawn from across its agencies, co-located with the Boots teams around the world. At the heart of the partnership model is a data and technology solution that pairs Boots's rich first-party data set with WPP’s industry-leading martech capabilities.