Boots focuses on first ’power brands’ launch

Boots launches the first of six own-label ’power brands’ this week, as part of a new strategy to drive growth through its core retail business.

Boots launches the first of six own-label ’power brands’ this week,

as part of a new strategy to drive growth through its core retail


It is introducing Tricologie, a range of 25 salon-style hair-care

products designed for consumers to customise to their own


The Tricologie range will be displayed in-store alongside a

self-diagnosis kit and an interactive unit, which helps customers select

the right products for their lifestyle and hair type. The rangewill be

promoted under the strapline ’Better Hair Guaranteed’.

Design and brand specialist Haines McGregor has helped to develop the

Tricologie brand over the past two years. ’The aim was to carve out a

territory that is unique to Boots. Boots is perceived to have clinical

and scientific expertise, so we have made this explicit in the

branding,’ said managing director Jeremy Haines.

Boots announced its intention to develop six ’power brands’ in September

as part of its ’differentiation-led’ strategy for growth. Martin Bryant,

Boots’ director of marketing business, said he hoped the brands would

have a pounds 150m sales potential.

The other brands are likely to launch within the first quarter of Boots’

next financial year, which starts in April, but a spokeswoman for Boots

declined to comment on them.

Meanwhile, Boots is relaunching another of its key in-house brands, the

Natural Collection, through branding specialist Dew Gibbons. The range

was launched 15 years ago but is being revamped to incorporate

’off-beat’ and ’witty’ designs.

Boots, which last week denied speculation that it might merge with

Tesco, is seeking ways to grow its business as it becomes vulnerable to

competition from the likes of Wal-Mart, which sells cut-price cosmetics

and toiletries.


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