#E91 – UNLOCKING THE KEYS TO SUCCESS IN THE BEAUTY INDUSTRY WITH BOOTS
For over 170 years, Boots has been a leader in the beauty industry, making it one of the world’s most well-known and celebrated heritage brands. In a world becoming increasingly digital, how can traditional beauty retailers successfully keep up and transform?
In this week’s episode, we talk to Pete Markey, Chief Marketing Officer at Boots, about the company’s transformation journey. From the key success factors in their marketing strategy to the “Love Island effect”, Pete takes us through the steps that Boots has taken to stay relevant and keep up with changing consumer behaviour, while maintaining their heritage and brand value proposition. He also shares his best advice on how legacy brands can remain competitive and build preference in the digital beauty realm.
- How to build preference and top of mind awareness in the beauty industry
- Why influencer marketing plays an increasing role in Boot’s media mix
- The Love Island effect