How British Retailer Boots Is Balancing Purpose With Profit

Boots CMO says weaving renewed purpose through the entire customer experience is paying off

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Since January, British health and beauty retailer Boots has been transitioning its brand purpose from one based on making people feel good to another centered around its role in supporting customers through every stage of life, whether it’s buying a new lipstick for a wedding, picking up emergency tampons or collecting a vital prescription medicine.

Six months into the initiative, chief marketing officer Pete Markey said the store’s newfound pursuit—which has seen it switch out its longstanding “Feel Good” tagline with “For Life”—isn’t only delivering from a corporate social responsibility perspective, but a commercial one, too.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in