Boots X: How Boots used influencers to get Gen Z to spend more on beauty

Pete Markey

Chief Marketing Officer at Boots UK

Learning Objectives

In this session, we learn about the platform launched by Boots to engage young shoppers and help them to rethink of the retailer as a beauty destination.  The platform came from the insight that Gen Z consumers tend to see themselves as being on a path of self-discovery, and at the same time, tend to be distrustful of overt marketing campaigns. The scheme offered incremental benefits that resonated with the target market- for example exclusive offers, free samples designed to tap into the ‘fear of missing out’ or ‘FOMO’ sensibilities of these younger shoppers.