Boots No.7
English / FrenchDate: 2003 - Present
Global Creative Director
- Working for two years on complete re-structure and updating of existing range to include new product development, re-formulation of 60% of existing products, new layout and counters and updating of brands key messages
- Consulting on new packaging
- Understanding Boots Plc and the No7 brands history. Building and understanding the existing No7 customer profile. Extensively studying the No7 archives since it first launched in 1935.
- Thorough understanding of the UK and worldwide cosmetics sales market
- Identifying and predicting consumer and technological trends in the cosmetic market. Competitor and benchmark shopping worldwide.
- Working very closely with Boots laboratories on new product development, briefing on shade and texture formulation
- Working with Boots training team to re-train consultants in the new range and philosophy. Speaking and demonstrating at large consultant training conferences and assisting in the making of training material
- Fronting an extensive re-launch campaign with Boots P.R. in the lead up to re-launch date. Including attending large press shows, speaking at press events, talking one on one to journalists on a daily basis, appearing on breakfast television, taking part in various radio programmes and appearing regularly in the pages of glossy magazines worldwide to promote the brand.
- Assisting in the production of all promotional material and photography to ensure all representations are in keeping with the brands key messages. Working on model and photographer selection, postproduction and re-touching.
- Post re-launch, continuing to work for and promote the brand including co-producing seasonal capsule collections four times per year.
