BOOTS UK AND ESTEE LAUDER COMPANIES LAUNCH PREMIUM HAIRCARE CATEGORY
Boots UK and Ojon and Bumble and bumble, Estee Lauder Companies leading Haircare brands,
are proud to announce the launch of a new product category, “Premium Haircare,” within
Boots, the UK’s leading pharmacy-led health and beauty retailer. Boots UK has a long history in
making the best of beauty innovation accessible on the high street. The new category will
enable customers to shop for Premium Haircare alongside Premium Skincare, Premium Colour
Cosmetics and Fine Fragrance.
At the forefront of the Premium Haircare category are two exciting industry leaders chosen for
their hair expertise, innovation and quality. New York-based fashion brand Bumble and bumble
and Ojon, a leading authority in treatment-based haircare.
Bumble and bumble and Ojon will serve as the anchor brands for Boots UK new Premium
Haircare Retail Area, with fully branded merchandising and customized fixtures.
A qualified Bumble and bumble hairstylist will be on hand to give hair care and styling advice in
store. Each unit will have a styling chair for the consultant to provide live styling at the Bb Bar
and allow customers to try before they buy. Innovative touch-screens will provide inspirational
product and styling information as well as a salon locator to drive customers to Bb salons in their
area.
With its strong fashion positioning and leadership in salon-focused prestige haircare, Bumble
and bumble will bring unrivalled fashion-forward and styling know how to a wider Boots UK
audience.
Ojon, a leader in hair treatment and repair, will launch six hair care rituals at Boots: damage
reverse, dry recovery, volume advance, color sustain, full detox and super sleek. Defined by hair
concern, each ritual features the brand’s signature Ojon Oil which is clinically proven to restore
the look and feel of virgin hair. Virgin hair has not been exposed to chemical processing,
prolonged sunlight, or thermal and mechanical treatments.
Each Boots location will have dedicated Ojon hair advisors. Eager to give the UK customer the
ultimate high touch experience, Ojon will come to life in-store through education and highly
effective, treatment-based products.
Ken Murphy, Chief Operating Officer, Boots UK says,
“Boots customers want to look and feel their best and want us to offer them the latest
inspirational products and services. They’re taking more interest and care in their hair than
ever before and we know they’re inspired by a variety of trend setters and celebrities. All this
contributes to making haircare a particularly exciting growth area, so we are thrilled to be
partnering with Estee Lauder Companies to create a completely new Premium Haircare
category. Our exclusive collaboration brings together innovative brands Ojon and Bumble and
bumble. We believe the combination of their leading edge products and the great customer
care that Boots is famous for will create a unique experience that women will love.”
Quote from Peter Lichtenthal, President, Bumble and bumble
“Bumble and bumble occupies a unique place in the market, with its strong fashion positioning
and leadership in salon-focused prestige hair care and we are delighted to bring this to the
Boots UK customer.”
Quote from Jane Lauder, Global President and General Manager, Ojon
“Ojon has made significant strides with research and development over the last two years. Our
solidified positioning as a high performance, treatment and repair-based haircare brand is well
suited for the Boots UK customer.”
The Premium Haircare sector will initially launch into 29 Boots stores between August and
October 2012 and on Boots.com from 13th August.
ends
For further information on Boots UK
Bronagh Maguire at Boots UK T: 0115 949 4781/ E: bronagh.maguire@boots.co.uk
For further information on Bumble and bumble:
Emma Elliott at Chalk PR T: 020 7622 5560 / E: emma@chalkpr.co.uk
For further information on Ojon:
Raj Kaur T: 0870 034 6522 / E: rkaur@estee-lauder.co.uk
Boots UK is a member of Alliance Boots, an international pharmacy-led health and beauty
group. Boots UK is the UK’s leading pharmacy-led health and beauty retailer. Our purpose is to
help our customers look and feel better than they ever thought possible. We have close to
2,500 stores from local community pharmacies to large destination health and beauty stores.
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers and marketers of
quality skin care, makeup, fragrance and hair care products. The Company’s products are sold in
over 150 countries and territories under the following brand names: Estée Lauder, Aramis,
Clinique, Prescriptives, Lab Series, Origins, M•A•C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer,
Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty,
Flirt!, GoodSkin Labs, Grassroots Research Labs, Missoni, Tom Ford, Coach, Ojon, Smashbox and
Ermenegildo Zegna