Boots has introduced new ‘Wellness Zones’ offering a pick & mix-style selection of tasters from brands such as Humantra, Zooki and Dirtea in six stores.
The retailer is also training up more than 500 health & wellness specialists across 140 stores nationwide “to help customers navigate the wellness category”, including areas such as gut health and hormonal balance.
At the same time, it has added 140 new wellness lines and 12 new brands to its range, including Loop, PerfectTed and new own brand Wellthy by Boots.
Boots said research commissioned by the health & beauty retailer had revealed growing demand in the wellness category. The Censuswide survey of 2,000 people conducted in December found 40% of beauty consumers saw the category as essential to their daily routine. Among Gen Z and millennial respondents, 58% were making new year resolutions related to health or wellbeing.
“We know that the world of wellness can feel a little overwhelming and for many it’s hard to know where to begin,” said Boots head of wellness Kirsty Thorley-Mitchell.
“Our unique training provides education on trends, ingredients and routines so we can help to guide customers on the right products and routines for them.
“Our new Wellness Zones offer customers the opportunity to access expert and personalised advice from their local high-street, aligning with increased demand from customers, particularly those who are cross-category shopping from health and beauty.”
The six stores to gain Wellness Zones are:
- Dartford Bluewater Park
- Manchester Trafford Centre
- Newcastle Eldon
- London White City
- Sheffield Meadowhall
- Dublin Liffey Valley
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