Boots new campaign celebrates ‘contemporary beauty’ with faceless ad

UK beauty retailer Boots has launched a new advertising campaign that looks to celebrate ‘contemporary beauty’ by purposely failing to show the models faces until the last scene, with the tagline, ‘It’s not just how it makes you feel.’

Created by media agency Ogilvy, the company behind Dove’s ‘Real Beauty’ campaign, the advert showcases six models of various ages, shapes and abilities, with the models all celebrating themselves without showing their faces.

Helen Normoyle, Marketing Director for Boots UK and Ireland says, “Our vision for this campaign was to show beauty at its best – as positive and inclusionary. We wanted to honour our history of democratising make up for women – this campaign is merely the beginning of us opening up the conversation around contemporary beauty that needs to be had.”

The campaign was directed by Abbie Stephens as well as Ogilvy’s Creative Director Nicola Wood.

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