UNITED KINGDOM: When you’ve got one of the most recognizable personal care brands in the world, it takes a bit of courage to rework something that works. And yet, that’s exactly what Boots is up to these days as it repackages and repositions its entire No7 skin care brand, adding new items and deleting underperforming SKUs. Overall, Boots will delete 27 SKUs and add 25.
The goal in all of this is to make the No. 7 brand as recognizable for American women as it is for their British counterparts, according to company executives, who note that the 77 year-old brand has been used by four generations of Brits.
Available in all Target doors since 2007 and Ulta since 2011, Boots products can today be found in more than 30 global markets, including Norway, France, Portugal and Spain.