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47 Skin lands at Boots as it "challenges advertising norms" with new campaign

Sophie Smith
09 July 2024

Blemish and scar repair brand 47 Skin has launched at Boots as the retailer continues to strengthen its beauty offer.

The British skincare brand has landed at 200 stores, including the health and beauty retailer's flagships on Oxford Street, Covent Garden, Battersea Power Station, Birmingham Bullring, Manchester Trafford Centre, and Leeds Trinity.

As part of this, Boots has added nine of 47 Skin’s products to its shelves, with the brand's best-selling Anti-Blemish & Scar Repair Serum available in three sizes, including an exclusive 15ml bottle.

Other products available include an Everyday Cleanser, Silver Mask, Daily Moisturiser, Daily SPF 30, Body Moisturiser, Treatment Serum and Exfoliating Treatment, all priced under £50.

Nic Taylor, Founder of 47 Skin, said: "We couldn’t be more excited about our partnership with Boots. I’ve worked with the retailer in a previous career and its values align perfectly with ours and the relationship it has with their UK consumer is incredible."

Founded in 2018, 47 Skin is rooted in the concept of skin positivity. Its inception stems from the personal journey of Taylor, who grappled with acne for an extended period until discovering Silver Chitoderm, a distinctive formula that proved effective.

In 2018, driven by the desire to extend this breakthrough to others and foster a sense of confidence in their skin, Taylor partnered with the scientist behind the formulation and launched 47 Skin.

Today, the business has garnered more than 500,000 customers, with an annual sales growth of 99.38% over three years.

Its partnership with Boots marks 47 Skin's latest milestone, with the launch being supported by a new campaign designed to challenge advertising norms in the beauty industry.

The campaign includes a series of portraits capturing dozens of real customers "who have had debilitating problems with blemishes but thanks to 47 Skin are now confident in their skin once more".

For this, the brand's customers were brought to East London Studios for video interviews and photoshoots to capture their newfound confidence and to share their skin stories, with future shoots also planned in the upcoming weeks and months.

It comes as 47 Skin continues to shine a light on the UK’s perception of acne and the significant effect on those experiencing it, backed by new survey findings launched last month.

Conducted nationwide with 2,000 respondents aged 18-65, the survey delved into societal attitudes towards acne to understand the ramifications on individuals’ mental and emotional wellbeing.

With acne being one of the most prevalent dermatological conditions globally, affecting millions of people of all ages, genders and backgrounds, the brand believes that the data exemplifies the need for even greater awareness and support - something Boots is also championing with its new service for the diagnosis and treatment of common skin conditions

The online Skin Condition Diagnosis marks just one way the retailer is bolstering its beauty offer, having recently confirmed the addition of 25 beauty brands to its line-up this summer.

Following the makeover of over 170 stores to date, Boots is also expanding thirty of its beauty halls this summer to accommodate new open furniture, trending areas, discovery stations and live demonstration zones, as well as the additional beauty brands.

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