Beautiful You was a free, impartial beauty service from Boots that built on their years of research and experience. Through a combination of personal consultation and unbiased recommendations, Beautiful You helped Boots customers understand their skin’s unique needs and find products that suited them perfectly, taking the guesswork out of buying beauty products.

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Every detail considered

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.

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All the pieces fit

Our design team 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.


In-store conversion rates soared to 70% of customers using the service to purchase goods.


Premium for the people

The Beautiful You identity was successfully applied to in-store branding, skin diagnostic tools, websites and advertising, before being rolled-out in selected Boots stores across the UK. The aim was nothing less than to revolutionise the sale of Boots beauty products both instore and online, confirming Cubic’s credentials as health and beauty identity specialists in the process.

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Online engagement and repeat visits rocketed. The online conversion was double that of


The results have been remarkable - those customers who have been through the consultation, on average spend about 75% more on skincare compared to those who haven't

What we did


Research and analysis
Core proposition
Brand personality
Brand positioning
Brand architecture
Product architecture
Content strategy


Visual identity
Verbal identity
Identity systems
Brand guidelines
Bespoke typeface


Print and literature
Digital styling
Ideas generation
Content development
Branded environments
Motion design
Design templates
Office templates

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