Boots No.7 - The changing face of No.7

History of Boots No.7 cosmetics analysed, market was highly competitive up to the products relaunch in 1986. Retailer brands not perceived to be as glamorous as fashion brands but Boots used advertising to produce the excitement of the brand and amidst fierce competition sustain its position. Campaign was successful as brand perceived as innovative and market share grown by 25% since 1982.