• Paul Kelson

Boots launches entirely digital product range

Boots will unveil its first entirely digital global product launch alongside a range of new virtual services.

Parent company Walgreens Boots Alliance is set to launch its No7 Advanced Retinol Complex Night Concentrate skincare products in the UK tomorrow.

Chief commercial officer Annie Murphy explained: “We’ve approached this launch really differently and I am so proud of the teams who have remained determined, under such unique and unprecedented conditions to bring, yet another, game changer to our customers.”

She explained that the focus was on improving website capacity and introducing "brand new virtual services" to ensure customers can still get the care and advice expect from No7 beauty advisors.

A statement claimed that has seen a 140 per cent jump in skincare product sales during lockdown, against falling in-store sales.

Boots recently launched a virtual beauty service, enabling customers to speak to its beauty advisors online or via phone call. More than 100,000 people have already signed up for early access to purchase the product online.

The US side Walgreens will launch the skincare product across the pond in June, followed by Thailand, UAE, Saudi Arabia, Bahrain, Oman and Qatar in September.

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