Boots stores to offer skincare specialists

Boots is sharpening its focus on the specialist beauty sector with the creation of dedicated in-store areas for corrective skin brands and a free skincare diagnosis service.

The roll-out of the Derma-Skincare Advice Centres is an important move for Boots as it seeks to tap into what it claims is a 'health-meets-beauty' opportunity.

The initiative will expand on a limited service, which was introduced at 100 of the chemist's stores in 1999. An extra 80 advisers will join the existing 100 and the in-store space allocated to the selected brands, such as ROC, will be doubles.

Boots skincare buyer Jacqui Stefanini said the service, which will be fully implemented by spring 2005, will enable one adviser to offer free one-to-one consultation using a diagnostic unit that 'reads' the skin to recommend a specific product. A second consultant will then advise browsing shoppers.

Brands that will be stocked include Australian line Skin Doctors, which specialises in alternatives to cosmetic surgery; Dr Murad, a range to treat adult acne; and Avene, a colour correction cosmetics line.

The initiative follows the creation of dedicated Men's Zones (Marketing, 30 June). The retailer also introduced free cholesterol testing and pharmacy consultations last month.

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