Boots at Fashion Week 2008
Yesterday, I had the chance to stop by the Boots booth in the Bryant Park tents at Fashion Week. What drew me there? The chance to preview the No7 Protect and Perfect Moisturizing Body Serum (pictured below) — the companion to Boots’ #1 selling product in the U.S., No7 Restore and Renew Beauty Serum. The Body Serum will be available in stores starting March 2008.
Also being previewed were the Protect and Perfect Day Cream (available starting September 2008), Protect and Perfect Night Cream (available starting September 2008) and Protect and Perfect Eye Cream (available starting April 2008).
I love hearing how global companies morph themselves between countries. So as I was chatting with Boots District Manager, DeAnna Federico, about the brand, I asked her how it’s perceived in its UK homeland versus how it’s perceived in the U.S. She said that in the UK, it’s more of a prestige brand, especially the No7 line, similar to how Estee Lauder or Clinique are positioned and sold here (i.e. at a department store counter with a salesperson).
This struck me as very interesting given the fact that it’s positioned a notch below in the U.S., straddling the line between prestige and mass. Honestly, I think they’ve played it smart in the U.S. They’ve made themselves accessible to middle Americans by being stocked in mass market retailers like Target and CVS. At the same time, they’ve still kept their upmarket appeal by leveraging the brand’s British heritage and by partnering with a retailer like Target that is perceived as cool no matter what economic/social demographic you fall into.
February 7th, 2008 at 6:56 pm
I’m really liking the Boot’s line. I recently purchased the No. 7 matte primer, which has been a dream product for me. At the very least it’s inspired me to buy more of their products!
February 8th, 2008 at 10:11 am
Hi Sarah - thanks for the tip! I’ve never been much of a primer person as this seems to be one extra step that could potentially lead to breakouts (also why I skip toner). But it seems like everyone raves about primer pre-makeup, so maybe it’s high time I give it a go.
February 8th, 2008 at 5:03 pm
I love Boots products. I fell in love while doing a semester abroad in Ireland in 2001. It wasn’t popular here at all and at the time they didn’t ship to US. I kept raving to my sister about their awesome product selection, and how the “drugstores” in Europe were soooo much better than the stores in the US. I remember them running commercials about detoxing after the holidays….right on point. I’m glad they made their way stateside.
February 8th, 2008 at 5:18 pm
Chiristina, I really feel that the matte primer has actually helped my skin when it comes to break outs. My skin tends to get pretty oily by mid-day and this stuff helps to keep my skin looking great all day. I don’t have to reapply any powder at all. I think you should give it a try, plus it’s cheap! Only $9.99…you can check out my review on the product on my site: www.cupcakestastenice.com
:)
February 8th, 2008 at 6:17 pm
Lulu - there definitely seems to be more of a medical/pharmacy bent to the drugstore beauty products in Europe, which I really appreciate. You feel like the products are really doing something for your skin, and not that they just look nice and smell good.
It’s also nice that you don’t need prescriptions for half the stuff that you need prescriptions for in the U.S. (ahem, Retin-A). Don’t know how safe this is, but it sure makes life easier!