Boots partners Grazia with exclusive centre spread ad format
Boots is calling for audiences to “make more room for beauty”, in a new ad campaign featuring a centre spread fold out ad.
In the issue of Grazia, which went on sale from 1st October, the middle page feature a special print activation with a pink Boots cabinet that opens from the centre outwards, mimicking the opening of the cabinet. Inside, the pages reveal dozens of beauty products from new brands that are now available at Boots, ranging from Prada, Laneige and NARS to L’Oreal, e.l.f. and REDKEN. With the products spilling off the page, the creative features the line ‘You’re gonna need a bigger bathroom’, and more information about where audiences can buy the products – in store, online, on the Boots app or via Deliveroo.
Boots agency Essence MediaCom said about the campaign “The physicality of the printed magazine was a critical part of bringing to life this ‘make more room for beauty’ Boots campaign and Grazia was the perfect vehicle to deliver impact with a beauty enthusiast audience in the form of a stand-out barndoor creative execution.”
Lauren Holleyoake, Publisher, Grazia: “This activation brilliantly demonstrates the power of print to stop you in your tracks. The central placement, helped by an amazing creative execution, ensured that the barndoor was highly engaging and effective.”
This Grazia creative is part of Boots’ ‘biggest ever beauty campaign’.
