Boots has launched its 2026 Christmas advert, showing shoppers taking their love for beauty gifts to the extreme.
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The 60-second film shows how the excitement of opening presents on Christmas morning can turn into an obsession, when it’s the right gift. One mother becomes so attached to her Shark Cryoglow LED Face Mask that she wears it everywhere, including for a family portrait, while another woman interrupts a romantic dinner date to use her Dyson Airwrap.
The campaign puts Boots’ beauty and electrical ranges at the centre of its Christmas marketing, featuring brands including Jo Malone London, No7, Yves Saint Laurent and Oral-B.
It marks the first Christmas campaign under Boots’ new Give it Some Boots brand platform, launched in September as the retailer looks to give its advertising a more playful and confident tone.
“Boots has long played a special role in Christmas gifting, but we want to keep surprising people and give them new reasons to choose us,” said Charlotte Lock, Boots chief marketing officer. “The best gifting is about really knowing someone. When we get it right, the excitement lasts far beyond Christmas morning – it becomes the gift they use constantly, talk about and wonder how they ever lived without.”
Boots is also pushing its festive value credentials, with more than 1,200 gifts included in its three-for-two promotion and a range of Star Gifts, many reduced to less than half price.
The campaign will also feature 18 product and offer-focused TV adverts highlighting deals across its Christmas ranges, which include brands such as Olaplex, Charlotte Tilbury and Jo Malone London.
Created by VML through WPP and directed by Phoebe Arnstein at Biscuit Filmworks, the advert launched today (4 November) across Boots’ digital channels, ahead of a major TV launch on 6 November.
Set to a reworking of the Shepherd’s Bell Carol, the campaign will run across TV, streaming, social media and outdoor advertising, including Boots’ first Netflix takeover and a special installation at Westfield White City.
Boots expects the campaign to generate more than 300 million video views, with social activity also planned across TikTok, Snapchat and Reddit.
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