WHAT? UK retailer Boots is looking to the next stage of its transformational plan and is set to launch global make-up brand Huda Beauty in-store as of Spring this year, as well as continuing to showcase revamped beauty halls across the UK.
DETAILS The development follows a year of transformation for the retailer in 2019, with Boots said to be bringing more new brands to the high street throughout the year.
Huda Kattan, Founder and CEO of Huda Beauty, adds, “We’re super excited to be launching Huda Beauty in Boots. Boots are an incredible retailer and we are so thankful to them for their support and belief in our brand and vision. Our global expansion has been very quick and to now be partnering with Boots to bring Huda Beauty to the high street is both humbling and mind blowing! We’re so proud that we can truly spread the love across the UK & Ireland.”
The revamped beauty halls will be added into 60 stores, in addition to the 29 stores refitted last year, with traditional beauty counters removed in favour of open furniture, trend driven zones, play stations, discovery areas and live demonstration zones.
In addition, the Boots Beauty Specialists – a team of experts offering unbiased advice across mass to premium brands – will grow from 350 to 1000. The specialists will also undertake a new training program to help them give advice on skin types and tones, as well as receiving empathy training to better understand consumers.
WHY? The ongoing developments are part of Boots’ plan to change beauty on the high street, giving customers a personalised experience as well as offering a more diverse range of brands that are more appealing to gen z and millennial consumers.
Joanna Rogers said, “Last year Boots launched 36 incredible new brands, including Fenty Beauty, Florence by Mills, Morphe and The Ordinary. This Spring we will introduce even more new brands including Huda Beauty, Givenchy and Kendall Jenner’s Moon Dental range, and some really exciting new launches coming soon for No7, the UK’s number one skincare brand, as well as Boots own ingredients-led skincare range. Customers will also see exciting new brand launches in haircare and self-selection cosmetics as we continue to offer more and more choice for all our customers.”