How do you make sure a beauty brand always looks its best?
Beautiful You is a free and impartial beauty service from Boots that builds on their years of research and experience. Through a combination of personal consultation and unbiased recommendations, Beautiful You helps Boots customers understand their skin’s unique needs and find products that suit them perfectly. Offered both in-store (in the form of a consultation with a trained Beauty Insider) and online, Beautiful You takes the guesswork out of buying beauty products.
Boots position themselves as “feel good specialists”, always on the lookout for ways to help people feel healthier and happier. Our mission was to create a brand for Beautiful You that satisfied these goals, appealing to a younger, beauty-conscious audience without alienating Boots’ wider customer base, ultimately generating greater footfall in Boots stores.
We commissioned world-renowned lettering artist Alison Carmichael to craft a bespoke handwritten logo under our direction – flowing, textural and sealed with a kiss. To support this we chose a colour palette of feminine pinks and lilacs fused with more contemporary warm greys and dark aubergines. Our design team then worked with Boots to create a modular design system featuring contemporary lifestyle and product imagery, as well as producing a set of brand guidelines that enable other Boots partner agencies to create stunning on-brand experiences with ease. Finally, we applied the new identity to in-store branding, Beauty Insider uniforms, skin diagnostic tools, websites and advertising.
“The quest was for the perfect script font. We explored lots of different (and diverse) avenues before we settled on the final Beautiful You logo. From then on, everything else seemed to fall naturally into place. The Beautiful You brand has real spirit and élan, but more importantly, cuts through across all platforms.”Adam Travis, Creative Director, Cubic
The Beautiful You identity was successfully applied to in-store branding, skin diagnostic tools, websites and advertising, before being trialled in selected Boots stores across the UK. The aim was nothing less than to revolutionise the sale of Boots beauty products both in-store and online, confirming Cubic’s credentials as health and beauty identity specialists in the process.