Traditionally, beauty campaigns focus purely on aesthetics and appearance. However, contemporary beauty at its best celebrates differences and individuality. For the first time, Boots UK has launched a beauty campaign – without faces taking centre stage.

Rather than shining a spotlight just on how products make you look, the new film focuses on how using these products make people feel – with the campaign featuring real people to celebrate beauty in a completely different way.

From a lipstick saved for a special occasion, to skincare products which help boost confidence, Boots can provide the beauty essentials for those who make their own rules.

The TVC created by Ogilvy UK is a celebration of how beauty touches so many different parts of our lives – whether it be dancing in a studio, getting ready for a night out or playing around in the outdoors with friends. The dance sequences feature different personalities, all while keeping faces off camera and integrating the breadth of Boots products available for everyone to showcase their individuality and feel good. The film’s scenes are briefly interjected with products including No7 Match Made foundations, Soap & Glory blush, and Maybelline lipsticks to name a few.

It’s only at the end of the spot, directed by Abbie Stephens, that the cast’s faces are revealed. The individuals featured include Michelle, a Boots No7 in-store advisor, influencer Em Ford, journalist/dancer and amputee Kat Hawkins and male vogue dancer Busola Peters. Some of those featured in the ad also star in short interview films across social media, discussing their personal relationship with beauty and what it signifies to them in their lives.

In addition to the film, Boots has collaborated with beauty and lifestyle influencer, Em Ford of My Pale Skin. Em Ford shone a light on unrealistic body image when she created a video about her experience of developing adult acne which generated over 27 million views. Boots UK is also partnering on social content with LADBible’s Pretty 52 – the first partnership of its kind to appear on the platform. 

Sam Cartmell, Deputy Executive Creative Director at Ogilvy UK, commented on the work saying “it’s been really exciting to work with Boots to showcase beauty in a completely different way. We wanted to take inspiration from our customers and celebrate their individuality and how they express themselves. This was integral to the campaign, breaking down the perception that beauty is merely skin deep when it has the power to transform how you feel.”  


More about this work here.