Boots has partnered with ELLE UK on a bold new campaign to celebrate the breadth of its beauty offering, and to bring to life its ‘Make More Room for Beauty’ creative concept in an entirely new way.

The innovative partnership marks a Hearst-first with the introduction of an interactive scratch-card insert, encouraging readers to physically engage with the page to reveal content and offers, creating a tactile and memorable brand experience. 

Katrina Phan, Publishing and Audio Planner/Buyer at EssenceMediacom, said:
“Boots’ new beauty offerings are so vast that traditional advertising can’t contain them. To really harness the ‘Make More Room for Beauty’ creative concept, this first-of-its-kind Hearst execution makes print playful. The interactive scratch-card demands participation, compelling readers to physically scratch, reveal, and connect with the brand in a completely new way.”

Ben Chesters, MD Clients at Hearst UK, added:
“This Hearst-first paper tech campaign is a perfect example of the role premium print can play in the marketing mix. It’s been exciting to work with Boots on such an innovative partnership, which connects ELLE UK’s highly engaged audience of beauty enthusiasts with Boots’ extensive range of products.”

The campaign has been planned and bought by EssenceMediacom.