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Since January, British health and beauty retailer Boots has been transitioning its brand purpose from one based on making people feel good to another centered around its role in supporting customers through every stage of life, whether it’s buying a new lipstick for a wedding, picking up emergency tampons or collecting a vital prescription medicine.
Six months into the initiative, chief marketing officer Pete Markey said the store’s newfound pursuit—which has seen it switch out its longstanding “Feel Good” tagline with “For Life”—isn’t only delivering from a corporate social responsibility perspective, but a commercial one, too.
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