Boots Inks Deal with P&G

Alliance Boots is continuing the European expansion of its Boots Laboratories skin care range, bringing the anti-aging regimen to Italy and Spain in the coming months. 



For the Italian market, Alliance Boots has agreed with Procter & Gamble to enter into a partnership leveraging P&G’s sales force capacity and capabilities to distribute and promote the brand to pharmacies.



“Boots Laboratories Serum 7 anti-aging skincare range is already popular in pharmacies across France and Portugal. Our objective is to expand Boots Laboratories and we are delighted to be working in partnership with P&G to make these award-winning products accessible to Italian consumers, underpinned by the trust and heritage of the Boots brand,” said Ornella Barra, chief executive of the pharmaceutical wholesale division, Alliance Boots.

Alliance Boots rolled out its Boots Laboratories skin care brand in France and Portugal in 2008 and 2009.

“Whatever happened to poor little DDF, the doctor skincare brand which P&G acquired not so long ago? Seemed right for expansion into Europe via the Pharmacy channel – has it got stuck in a divisional silo?” comments Colin Hession, Managing Director of specialist consultancy, Colin Hession Consulting.