Boots UK reinvent beauty!

Currently undergoing a millennial makeover, the physical retail sector must reinvent itself to compete with the impressive rise of digital retail. To overcome this online trend, the in-store customer experience has to be rethought and refreshed. In today’s world, shopping is becoming a place where the experience around the product is almost as important as the product itself. The goal is now to create meaningful offline experiences. The retail sector must become heavily focused on human connection and interaction, in order to create memories and impressions.

With this connection at the forefront, Boots UK, launched their Premium «Beauty Reinvention» in 2019, aimed to redesign its shopper experience, in order to bring the modern hyper-connected shopper back to the store. In 2019, 30 beauty halls in the UK were refitted : traditional beauty counters were removed and replaced with instagrammable furniture, trend zones, discovery areas, live demo zones, experimental zones and even selfie frames. Boots is creating « beauty playgrounds » where consumers can interact, learn and be inspired. Everything is thought to offer an amazing in-store experience to consumers and create a strong community. In this “shopping” journey, beauty specialists, with in-depth knowledge, will guide consumers to give them a premium and personalized experience.

Boots took a big step forward to shake up UK high street beauty. This beauty transformation, which began in 2019, is far from over and projects are ongoing. In this new « connected » world, the retailer bets not only on a continuous adaptation to new trends but also on an important presence of digital within its stores. The high expectations of millenials has to be met.

DIAM is very happy to have contributed to this retail transformation and to participate in the « Beauty Reinvention » of Boots UK. It was a great opportunity for the group to work with brands such as Nars Cosmetics, Laura Mercier, a number of brands within the Estee Lauder Companies, Fenty Beauty, KVD Beauty, Fenty Skin and Huda Beauty. For several of these brands, it was their first step in Boots’ stores after a fantastically well received lauch on

For Nars Cosmetics, our team worked with the brand on the development, execution and installation of the furniture. We were able to optimize the space to include a consultation area, while offering a comprehensive range.

Moreover, DIAM UK participated to the launch of Laura Mercier in five Boots stores and was in charge of the development, execution and installation. These two projects were a joint effort across the Group, since the UK team worked with colleagues in the US and Turkey, showing how DIAM implement a global team spirit in order to provide the best solutions to our customers.

DIAM Group also helped KVD Beauty for Kendo Brands, Inc. Launch into Boots UK Reinvention stores! DIAM’s design gave opportunity to express the brand’s identity. DIAM’s gondolas, bestseller towers and floor standing display units are now present in nearly 250 locations, with more appearing in stores across the country in 2021. They are also found at some of Boots’ newest exciting stores, Woking and Rochdale, as well as key flagship locations.

On 26th December, we participated in the Global launch of Fenty Skin. Once again the brand decided to launch across the world on the same day in stores, as they had done with Fenty Beauty in September 2017. DIAM UK was excited to bring its know-how, skills and expertise to this collaboration again. The group provided almost 100 free-standing display unit in order to highlight key products, ahead of the full launch onto permanent furniture in January.

It is in DIAM’s mission to help brands to step into new environments and to go further, exceeding expectations. The group has perfectly understood how to adapt to the new trends in the retail sector, offering its clients ever more innovative solutions in terms of design, experience and digital. Thank you to NARS Cosmetics, Laura Mercier and the KENDO brands, for your trust !

Congratulations Boots UK for this great initiative !


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